Ed is looking for a new car and is spending a lot of money on gas travelling from one car dealership to another. He decides to stop searching because the costs are exceeding the benefits. What search factor is being considered in his decision?
A) product involvement
B) product experience
C) perceived risk
D) value of search effort

Question

Quizplus · Accepted Answer

Ed is considering the value of his search effort. He has determined that the costs (gas and time) of continuing his search outweigh the benefits (finding a better car deal). This factor is related to the cost/benefit analysis of the search process.

Ed Is Looking for a New Car and Is Spending