How much time consumers spend searching for information depends on:
A) the perceived benefits versus perceived costs of searching.
B) the locus of control.
C) actual or perceived risk.
D) the type of product or service.
E) all of these.

Question

Quizplus · Accepted Answer

All of the factors listed (perceived benefits and costs, locus of control, risk, type of product/service) can influence how much time a consumer spends searching for information. Certain products may be seen as more high-stakes or high-risk, which can increase the amount of time a consumer spends weighing options and gathering information. The perceived benefits versus costs of searching will also play a role--if the benefits seem low or the costs seem high, a consumer may choose to invest less time in searching for information. The locus of control refers to the degree to which a consumer believes they have control over their outcomes--consumers with a higher internal locus of control may be more motivated to search for information because they believe in their ability to influence the outcome. Overall, all of these factors can contribute to how much time a consumer decides to spend searching for information before making a purchase decision.

How Much Time Consumers Spend Searching for Information Depends On