There are several factors that can substantially affect the consumer search process. Match the factor with an example of how the search process might be affected for Kristin, a graduate student at a large university.
Kristin tries to decide between two laptops: one with a large hard drive versus one for $100 less and a smaller hard drive.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: C
Kristin has no choice of brand when it comes to laptops-her department uses special software that only runs on Apple computers.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: B
Kristin is worried the laptop she is buying will not have adequate memory for her needs.
a. Perceived Risk
b. Locus of Control
c. Perceived Cost/Benefit Analysis
Answer: A
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