The greater the degree of "newness," the more difficult it is for the consumer to evaluate the product and relate it to his or her need.

Question

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When a product is completely new or significantly different from anything the consumer has used before, they may not have a frame of reference to evaluate and understand its benefits or drawbacks. This can make it harder for them to relate to their needs and make a informed purchasing decision.

The Greater the Degree of "Newness," the More Difficult It