Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $150,000 to $200,000 to spend on a sailboat. Locate four websites that sell sailboats. Select one in your price range. Discuss the external search process you used to arrive at a decision.

Relate this process to the concepts of external search, consumer attitudes, and consumer values presented in this chapter. Which method of evaluation did you use? Explain why.