The individual seeks information about various brands from an association of professionals or independent group of experts.
• The individual seeks information from those who work with the product as a profession.
• The individual seeks brand-related knowledge and experience (such as how Brand A’s performance com-
pares to Brand B’s) from those friends, neighbors, relatives, or work associates who have reliable informa-
tion about the brands.
• The brand the individual selects is influenced by observing a seal of approval of an independent testing
agency (such as Good Housekeeping).
• The individual’s observation of what experts do (such as observing the type of car that police drive or the
brand of television that repairmen buy) influences his or her choice of a brand.