Philip is out shopping for a motorcycle. He sees a motorcycle he really likes, but he seems to remember reading something about its gas mileage. He racks his brain trying to remember but is unable to recall the information. He therefore decided to come back another day. He goes home and researches the motorcycle on the internet. During his information search, Philip performed _ and then _.

Internal search is when the consumer can try and compare alternatives based on what they can remember or retrieve in their stored memory. Businesses need to make sure that they can leave an imprint in one's memory for future reference especially business with low involvement products. For example one will revisit a restaurants because they can still remember having gone there it not common that they will Google it.

For high involvement product like when one is considering buying a car they will need to do an external search like asking friends, consult several websites and make visit to various car dealers.

Philip started by racking his brain trying to remember where he read about motorist and gas mileage that is internal search then when he couldn't recall any information he went to the websites which is now external search.