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?

---

Definitions:

Tall

A descriptor for objects, structures, or individuals that have a height above average in a given context.

Equivalent

Equal in value, function, or meaning.

Connotations

The ideas or feelings that a word evokes in addition to its literal or primary meaning.

Concept

A broad term referring to an idea, notion, or understanding that is often abstract or general.