When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, a consumer is more likely to use __________ for information.
A)an external search
B)an internal search
C)an informal search
D)an expert directed search
E)an experiential search

Question

Quizplus · Accepted Answer

When a consumer lacks past experience, there is a higher risk of making a wrong decision. In this case, an external search, which involves gathering information from sources outside of one's personal experience, can help mitigate this risk. Additionally, since the cost of information gathering is low, it makes sense for the consumer to seek out information from external sources.

When Past Experience Is Insufficient, the Risk of Making a Wrong