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

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.