Full Answer Section

• Complexity of the information: The complexity of the information that the consumer is trying to process can also affect their ability to do so. More complex information will take longer to process and may require more cognitive effort.
• Presentation of the information: The way that the information is presented can also affect the consumer’s ability to process it. Information that is presented in a clear and concise manner is generally easier to process than information that is presented in a complex or disorganized manner.

In addition to these variables, there are a number of other factors that can affect a consumer’s ability to process information in an external search, such as their prior knowledge on the topic, their familiarity with the source of the information, and their emotional state.

It is important to note that these variables can interact with each other in complex ways. For example, a consumer with high cognitive abilities may be able to process complex information more quickly than a consumer with lower cognitive abilities, but a consumer with high motivation may be able to process complex information even if they have lower cognitive abilities.

Overall, the consumer’s ability to process information in an external search is affected by a variety of factors. Marketers and policymakers should be aware of these factors when designing marketing campaigns and public policy initiatives.