Which of the following statements is true regarding consumers' reliance on the price-quality relationship?
a. Consumers are always willing to pay more for a product to have higher levels of product quality.
b. Consumers often associate higher prices with lower levels of product quality.
c. Consumers are more likely to rely on the price-quality relationship when they cannot judge the quality of the product themselves.
d. Consumers are more likely to rely on the price-quality relationship when they are making purchases via the Internet.
Answer: c. Consumers are more likely to rely on the price-quality relationship when they cannot judge the quality of the product themselves.