If a consumer perceives a purchase to be important,the purchase has a high degree of perceived risk.

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When a consumer perceives a purchase to be important, the purchase is usually associated with a high degree of perceived risk. Perceived risk is the level of uncertainty or potential harm associated with a product or service, and it can be influenced by various factors such as the product's cost, the consumer's personal values and beliefs, and the level of information available about the product. Therefore, a purchase that is considered important by a consumer is likely to be perceived as risky, as the stakes are higher and the consequences of making a wrong decision can be significant.

If a Consumer Perceives a Purchase to Be Important,the Purchase