Personal Variables

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External information search behavior has often been found to be correlated with three sets of personal variables. They are: demographic variables (e.g., Bettman, 1979; Maddox, Gronhaug, Homans, and May, 1978; Newman and Staelin, 1972); behavioral variables (e.g., Sheth and Venkatesan, 1968; Zeithaml, 1981) and experience variables (e.g., Kiel and Layton, 1981; Punj and Staelin, 1983). The demographic, behavioral and experience variables will now be discussed.

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