Asked by Antouny Ebeid on May 07, 2024
Verified
In the consumer decision process, we decide how much time and effort to expend searching for information based partly on ________ associated with the product or service being considered.
A) postpurchase dissonance
B) the alternative evaluation process
C) the degree of perceived risk
D) the results of habitual decision making
E) the results of the external search
Perceived Risk
The level of risk that a consumer associates with purchasing a particular product or service, which can influence their buying decision.
- Distinguish among various categories of customer requirements (functional, safety, psychological) and their impact on buying choices.
Verified Answer
SS
Semiramis SophroniouMay 11, 2024
Final Answer :
C
Explanation :
The degree of perceived risk associated with the product or service being considered influences the amount of time and effort consumers will expend searching for information. Higher perceived risk leads to more extensive search behavior, while lower perceived risk may result in consumers relying on prior knowledge or making a quick, habitual decision. Factors that contribute to perceived risk include the cost of the product or service, the potential for negative consequences or harm, the level of complexity or uncertainty involved, and the level of personal importance or involvement in the decision.
Learning Objectives
- Distinguish among various categories of customer requirements (functional, safety, psychological) and their impact on buying choices.
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