An external information search is especially important when:
A) there is a great deal of past experience
B) there are high costs associated with making an incorrect decision
C) the cost of gathering information is high
D) buying frequently purchased,low-cost items
E) there is little risk of making an incorrect decision

Question

Quizplus · Accepted Answer

If a consumer perceives a purchase to involve high risk (financial,social,etc. ),an external search will lower the risk by providing more information.

An External Information Search Is Especially Important When