external search for product information is especially important when
A) the cost of gathering information is low.
B) review of past experience provides adequate information.
C) the risk of making a wrong purchase decision is low.
D) the item is frequently purchased.
E) the item is for personal use rather than for professional use.

Question

Quizplus · Accepted Answer

External search for product information is important when the cost of gathering information is low. This means that the benefits outweigh the costs of searching for information, so it makes sense to do so. Factors such as the complexity of the product, the level of risk involved in the purchase decision, and the importance of the purchase can all determine whether external search is important. However, the cost of gathering information is a key factor.

External Search for Product Information Is Especially Important When