Identifying consumers who resist looking for information

Entities like advertisers and public service agencies encounter consumers who are resistant to searching for information. Resistance to information-search is a latent phenomenon that has received little attention from marketers (Case, 2007; Levy, Webster & Kerin, 1983).This is perhaps due to difficulties associated with finding and identifying those who are resistant to looking; those who don’t search do not leave a detectable mark. These consumers miss out on information that may help them make better consumption decisions. They also remain uninformed about crucial broadcasts like product recalls and warnings (Capon & Lutz, 1979).