During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when:

During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when:



a.

​the consumer is knowledgeable and well informed about a potential purchase.

b.

​the perceived risk of the product or service to be purchased increases.

c.

​the consumer is confident of making a purchase decision with the information at hand.

d.

​the product or service to be bought is a frequently purchased, low-cost item.



Answer: b.

​the perceived risk of the product or service to be purchased increases.


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