During an external information search, a consumer is most likely to enlarge his search and consider more alternative brands when:
a. he has a great deal of prior experience while shopping for the product or service.
b. the perceived risk of the product or service to be purchased increases.
c. he 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
Generally, as the perceived risk of the purchase increases, the consumer enlarges the search and considers more alternative brands. The extent to which an individual conducts an external search depends on his or her perceived risk, knowledge, prior experience, and level of interest in the good or service.
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