Which of the following statements is true of the amount of search performed by consumers during the decision-making process?
A) Moderately experienced consumers search for more purchase-related information than inexperienced consumers do.
B) Even when searching costs are greater than the benefits of the search process, consumers go on searching for information.
C) Consumers who do not have a positive attitude toward shopping tend to spend more time searching for product information.
D) Though situational factors affect actual purchase, they do not affect the amount of search that takes place.

Question

Quizplus · Accepted Answer

Moderately experienced consumers have enough knowledge and skills to understand the decision-making process and the importance of search, but they still need more information to make an optimal choice. Inexperienced consumers may not have enough knowledge to know what information is relevant or necessary for the purchase decision.
 
B) This statement is not true. Consumers usually weigh the expected benefits against the expected search costs and stop searching when the benefits do not justify the costs.
 
C) This statement is not true. Consumers who enjoy shopping may spend more time searching for product information, while those who do not like it may try to minimize the search process.
 
D) This statement is not true. Situational factors such as time pressure, store availability, or social influences can affect both the amount of search and the actual purchase decision.

Which of the Following Statements Is True of the Amount