A high degree of information search generally occurs when ________.
A) a purchase is viewed as unimportant
B) perceived risk is high
C) cognitive dissonance is high
D) a consumer is store loyal

Question

Quizplus · Accepted Answer

Perceived risk refers to the level of uncertainty or potential negative consequences associated with a purchase decision. When perceived risk is high, consumers tend to engage in a high degree of information search to reduce that risk.

A High Degree of Information Search Generally Occurs When ________