Consumers engage in an external search when the perceived cost of the search is more than the perceived value of the search.

Question

Quizplus · Accepted Answer

Consumers engage in an external search when the perceived value of the search is more than the perceived cost of the search. When the perceived cost exceeds the perceived value, consumers may choose to forego the search and make a decision based on incomplete information or rely on heuristics or shortcuts.

Consumers Engage in an External Search When the Perceived Cost