For services that are complex and have a high perceived risk, people tend to rely on personal channels.

Question

Quizplus · Accepted Answer

When people perceive a service as complex and risky, they tend to rely more on personal channels such as recommendations from friends, family or trusted sources. This is because they feel more comfortable relying on the opinions of people they know and trust to reduce the perceived risk of the service.

For Services That Are Complex and Have a High Perceived