Week 4: Written Assignment For this assignment, students will address the following questions, based on Chapter 7 of their textbook. 1. Create scenarios from research or personal experience to illustrate how each of the following affect a consumer’s motivation to conduct an external search: involvement, perceived risk, perceived costs and benefits, and the consideration set 2. When would a consumer be more likely to conduct an external search by brand rather than by attribute? 3. What variables affect the consumer’s ability to process information in an external search?