A in a Pre-Purchase Search, a Consumer's Perceived Risk of the Decision

question 102

Essay

a. In a pre-purchase search, a consumer's perceived risk of the decision influences the amount of external search a consumer engages in. What are the various types of risk consumers perceive when buying a product? Describe each with examples.

b. What are three other important factors that influence the amount of external search a consumer engages in?

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Definitions:

Freudian Theories

Psychological theories developed by Sigmund Freud that focus on unconscious desires, childhood experiences, and the structure of the personality.

Empirical Research

A method of acquiring knowledge based on observation or experimentation, as opposed to theory or logic.

Melanie Klein

An Austrian-British psychoanalyst who pioneered the theory and technique of psychoanalytic child therapy and introduced the concept of the paranoid-schizoid and depressive positions.

Neo-Freudian Psychologist

A psychologist who builds upon Freud's theories, emphasizing social environment and conscious thought.