Brands add value because they can save the consumer "search time" in addition to providing piece of mind for high-involvement products.

Question

Quizplus · Accepted Answer

Brands simplify the decision-making process by signaling certain quality levels and attributes, reducing the time and effort consumers need to spend researching and comparing different products. For high-involvement products, brands also offer reassurance about the purchase.

Brands Add Value Because They Can Save the Consumer "Search