# Advances in Search Strategy Using the Set of Brand Considerations in the Web Ecosystem
## 2 Background
### Role of Digital Information Sources and Set of Brand Considerations  
Many models of consumers' search behavior have been proposed in the information-seeking behavioral literature. The models explain information-seeking behavior through psychological theories, such as gap bridging, stress/coping, risk/reward, cost-benefit, social learning, and uncertainty theories [15; 24]. These theories provide excellent descriptions of the psychological dynamics of the routes consumers take to reach their purchase decisions. According to theories of uncertainty, consumers search for information to reduce their uncertainty about brands. There are two types of brand uncertainties: individual and relative. Relative brand uncertainty is about which brand is best, whereas individual brand uncertainty is what each brand offers [25; 26; 27]. Considering the theories and studies on the uncertainty of consumers' search and digital information sources together, we think that high individual brand uncertainty leads consumers to sources of brand-initiated messages such as brand homepages, brand blogs, or consumer testimonials. On the other hand, we assume that high relative brand uncertainty sends pre-purchase buyers to third-party information sources such as webzines, online retailers, and automotive portals, where they obtain information on product comparisons or product evaluations by reliable authorities. Risk theories also shed light on consumers' search behaviors. Information is a way to reduce perceived risk [28]. Perceived risk refers to consumers' subjective expectations of loss. [PERSON] and [PERSON] examined four types of risks and concluded that functional risk and financial risk were more negatively associated with purchase intention than with physical or psychological risks [29]. Cost-benefit theories help to explain why consumers seek information from purchasers or information sources such as social media or expert webzines [11; 20]. For example, a study found that consumers visit social media sites to obtain information about experiences from post-purchasers, to learn about new products, and to make their final purchase decisions [30]. Another study revealed that consumers prefer to acquire information through others' experiences rather than through their own research because experience is often cheaper than searching [31]. Information from actual purchasers transforms experienced goods into search goods, providing people with an \"experience without ownership\" [32]. Researchers also found that experts from webzines or forums influenced users' paths to purchase [28]. Experts often offer helpful information, so they are considered more reliable than other sources of information. From the viewpoint of cost-benefit theories, users' experiences on social media or recommendations from experts provide a speedy and efficient way to reduce brand uncertainty and even the risks of purchases. Given the dynamic interactions among the different online media formats discussed above, Table 1 summarizes how brand-initiated media usually provide detailed information about their own products and brands. This information plays a role in conveying ideas about each product and, therefore, reduces individual brand uncertainty. Consumers who want information about product quality or to read about the experiences of actual users visit consumer-initiated sites.