Some products, such as cars, represent a huge risk for consu…
Some products, such as cars, represent a huge risk for consumers in terms of money and performance. Therefore, they spend several time when selecting a car, are likely to evaluate many alternatives, and pay a lot of attention towards car ads when they are in the market for a car. Conversely, consumers usually do not put effort in selecting products that they always buy (such as the same brand of rice or milk). These examples illustrate the concepts of: