Prior knowledge and experience influences the extent to which consumers conduct external information searches during the decision process.Which group typically will spend the most time gathering information?
A)Consumers with low levels of expertise
B)Consumers with high levels of expertise
C)Consumers with moderate (medium) levels of expertise
D)Consumers who are in a state of brand chaos
E)All of the above will spend equal amounts of time gathering information.

Question

Quizplus · Accepted Answer

Consumers with moderate levels of expertise are likely to spend the most time gathering information because they are aware of their knowledge gaps and motivated to learn more, unlike experts who rely on their existing knowledge or novices who may not recognize what they need to learn.

Prior Knowledge and Experience Influences the Extent to Which Consumers