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 an __________ for information.
A)internal search
B)informal search
C)expert directed search
D)external search
E)experiential search

Question

Quizplus · Accepted Answer

When past experience is insufficient, the risk of making a wrong decision is high, and the cost of gathering information is low, consumers are more likely to engage in external search for information. External search involves seeking information from sources outside of oneself, such as friends, family, reviews, and the internet. This allows consumers to gain more information about the product or service they are considering which can help them make a more informed decision.

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