Many consumers, especially when faced with an uncertain purchase decision, think that a high price:
a. is a signal of quality.
b. is an indication that consumers are being ripped off.
c. will always lead to major price discounts to wholesalers and retailers that distribute it.
d. is a sign of the company's overall market share.
e. indicates that the brand was slipping into the decline stage of the product life cycle but has had a sudden resurgence of growth.
ANSWER: a