As a general rule, the fewer the number of products in a category, the greater the external search.

Question

Quizplus · Accepted Answer

This statement is not necessarily true. The level of external search depends on multiple factors such as the consumer's level of involvement, the perceived risk, and the availability of information. A consumer may conduct extensive external search even if there are only a few products in the category if the decision is important and perceived risk is high. On the other hand, a consumer may not search extensively even if there are many products in the category if the decision is low involvement and perceived risk is low.

As a General Rule, the Fewer the Number of Products