Full Answer Section

• The consumer is looking for a specific feature or benefit. When a consumer is looking for a specific feature or benefit, they may be more likely to search for brands that offer that feature or benefit. This is because they want to narrow down their choices and find the product or service that best meets their needs.
• The consumer is unsure of what they are looking for. When a consumer is unsure of what they are looking for, they may be more likely to search for brands that have a good reputation and offer a wide range of products or services. This is because they want to explore their options and find the best product or service for their needs.
• The consumer is influenced by advertising or social media. Advertising and social media can influence consumers to search for specific brands. For example, if a consumer sees an advertisement for a new product or service, they may be more likely to search for that brand online. Similarly, if a consumer sees a positive review of a brand on social media, they may be more likely to search for that brand online.

It is important to note that these are just some of the factors that can influence consumers to conduct an external search by brand rather than by attribute. The specific factors that are most important will vary depending on the individual consumer and the specific product or service that they are interested in.