All of the following statements about consumer search activity are true EXCEPT:
A) that it is higher for products associated with higher perceived risk.
B) that it is lower for products that are considered to be complex.
C) that it is influenced by the self-confidence of the consumer.
D) that it is influenced by a variety of marketplace/situational factors.
E) that it is influenced by the perceived benefits to be gained from search.

Question

Quizplus · Accepted Answer

Consumer search activity is generally higher for products associated with higher perceived risk and influenced by the self-confidence of the consumer, marketplace/situational factors, and the perceived benefits to be gained from search. However, it is not necessarily lower for products that are considered to be complex as some consumers may enjoy the challenge of researching and learning about complex products.

All of the Following Statements About Consumer Search Activity Are