When consumers buy the most expensive model to mitigate the risk of purchasing a poorly performing product, they are using ________ to minimize their risk.
A) information-seeking behavior
B) brand loyalty
C) narrow categorization
D) the price-quality relationship
E) perceptual blocking

Question

Quizplus · Accepted Answer

The price-quality relationship is a heuristic where consumers assume that higher-priced items are of better quality, thus reducing the perceived risk of buying a poorly performing product.

When Consumers Buy the Most Expensive Model to Mitigate the Risk