As a customer's product knowledge increases, what typically happens to the amount of search conducted by the consumer?
A) It will continually increase.
B) It will continually decrease.
C) It will decrease, and then increase as the customer becomes more knowledgeable.
D) It will increase, and then decrease as the customer becomes more knowledgeable.

Question

Quizplus · Accepted Answer

As a customer's product knowledge increases, the amount of search conducted by the consumer will initially increase as the customer seeks to learn more about the product. However, as the customer becomes more knowledgeable, the amount of search will decrease as they have a better understanding of the product and their information needs are met. Therefore, option D is the correct answer.

As a Customer's Product Knowledge Increases, What Typically Happens to the Amount