Information source usage and purchase satisfaction: Implications for product-focused print media

Consumer purchase decisions often require reliance on various information sources. Although prior research on information seeking has focused on the number of information sources used, the types of sources used and their impact on satisfaction have not been examined as thoroughly. The authors address this issue in the context of product-focused print media-magazines in particular-by exploring information source usage for the automobile purchase process. The impact of source usage on satisfaction with the purchase decision and with the product is examined as well. Implications for advertisers and brand managers are discussed in terms of media planning issues.