which to base a choice.
The consumer usually searches his or her memory (the psychological field depicted in the
model) before seeking external sources of information regarding a given consumptionrelated need. Past experience is considered an internal source of information. The greater
the relevant past experience, the less external information the consumer is likely to need to
reach a decision. Many consumer decisions are based on a combination of past experience
(internal sources) and marketing and non-commercial information (external sources). The
degree of perceived risk can also influence this stage of the decision process