In the context of criteria selection when evaluating products, which of the following is true of consumer behavior?
A) Consumers use information about color, feel, and brand name when they are not concerned about purchase risks.
B) Young and inexperienced consumers rely more heavily on perceptual attributes than do older consumers.
C) Consumers use information about retailer reputation as signals about quality when the purchase involvement is high.
D) Consumers use information about brand name and price as markers of quality when they have product expertise.

Question

Quizplus · Accepted Answer

Young and inexperienced consumers often rely more on perceptual attributes, such as color and feel, because they may not have the experience or knowledge to evaluate more complex or abstract criteria.

In the Context of Criteria Selection When Evaluating Products, Which