When consumer knowledge is based on direct experience, consumers are:
A) usually more confident in their knowledge.
B) more likely to undertake external search.
C) less resistant to changing their opinions.
D) A and C
E) A, B, and C

Question

Quizplus · Accepted Answer

When consumer knowledge is based on direct experience, consumers are usually more confident in their knowledge because they have firsthand experience with the product or service. This direct experience tends to make them more certain of their opinions and perceptions.

When Consumer Knowledge Is Based on Direct Experience, Consumers Are