In consumer decision-making, which step involves gathering information about products or services?

The step that involves gathering information about products or services is the information search. During this phase, consumers actively seek out data to help them understand their options better. This can include researching features, benefits, prices, and reviews of various products or services that they are considering.

This information-gathering process is crucial as it provides the consumers with the necessary details to make informed decisions, ultimately guiding their choices in the subsequent steps, such as evaluation of alternatives and making a purchase decision. It is the foundation that influences a consumer's perception of available options and helps them weigh the benefits and drawbacks of what they are considering.