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adthz adthz
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6 years ago
What is the relationship among perceived risk, information search, and type of consumer decision process? Explain your answer.
Textbook 
Retail Management: A Strategic Approach

Retail Management: A Strategic Approach


Edition: 12th
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Staff Member
8 months ago
Perceived risk is the degree of uncertainty that a consumer has regarding the outcome of a purchase decision. The type of consumer decision process can be influenced by the level of perceived risk. For example, high-risk products generally require more extensive information search and evaluation than low-risk products.

I hope that helps. Let me know if you have any other questions.
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