When a consumption experience is ambiguous and it is hard to determine product quality,consumers
A) usually form positive evaluations.
B) usually form negative evaluations due to the lack of strength of associations.
C) find it difficult to form any evaluation of the product.
D) tend to support hypotheses derived from advertising or word of mouth.
E) find attribute recall very difficult.

Question

Quizplus · Accepted Answer

When a consumption experience is ambiguous and it's hard to determine product quality, consumers tend to rely on external cues such as advertising or word of mouth to form their evaluations. This is because these external sources provide a framework or hypothesis for what the consumer should expect, helping them to interpret the ambiguous information.

When a Consumption Experience Is Ambiguous and It Is Hard