During an external information search,a consumer is most likely to enlarge his search and consider more alternative brands when:
A)he has a great deal of prior experience while shopping for the product or service.
B)the perceived risk of the product or service to be purchased increases.
C)he is confident of making a purchase decision with the information at hand.
D)the product or service to be bought is a frequently purchased,low-cost item.

Question

Quizplus · Accepted Answer

When the perceived risk associated with a product or service increases, consumers are more likely to engage in extensive external information search, considering more alternative brands and sources of information. This is because high perceived risk leads to a greater sense of uncertainty and unease, prompting consumers to seek out more information before making a purchase decision. The other options do not necessarily result in an enlarged search for alternative brands.

During an External Information Search,a Consumer Is Most Likely to Enlarge