Consumers Are Generally Willing to Spend More Time Researching Cars

question 181

Multiple Choice

Consumers are generally willing to spend more time researching cars before making a purchase than they do researching paper towels because:

• A) the cost of gathering information about paper towels is very small.
• B) the cost of gathering information about cars is less than the cost of gathering information about paper towels.
• C) the cost of making a mistake when buying a car is significantly greater than the cost of making a mistake buying paper towels, so that the cost of gathering information about cars is smaller than the benefit that can be gained.
• D) the net benefit from gathering additional information about paper towels is likely much greater than the net benefit derived from gathering additional information about cars.

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Definitions:

New Customers

Individuals or entities that have recently started purchasing goods or services from a business or organization.

Sales Promotional Material

Various forms of media, materials, or activities designed to increase sales or promote the visibility of products or services.

Adjustment Messages

Communication designed to address and resolve complaints, issues, or disputes, aiming to restore customer satisfaction or rectify an error.

Good Reputation

The positive perception and respect an individual or organization earns based on their actions, ethics, and accomplishments.