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When experiences are insufficient and the risk of making a wrong decision i high, a consumer is more likely to use _________________ for information. Group of answer choices an internal search an external search an experiential search an informal search

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CORRECT ANSWER:

An external search.

STEP-BY-STEP EXPLANATION:

Where past experience or expertise is inadequate, there is a high risk of making a wrong buying decision and a low cost of gathering information. We have 3 primary sources.

The primary sources of external information are

1-personal sources

2-public sources

3- marketer-dominated sources

Answer:

The answer is an External Search.

Explanation:

  • Internal search:  apply previous experience with products or brands (usually for frequent purchases products) .
  • External search: needed when past experience or knowledge is insufficient and the risk of making wrong decision or purchases is high, and the cost of gathering information is low such as searching on internet.
  • Experiential and informal searches are not relating marketing terms in the context.

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