Question

Kathy has naturally curly hair and has often been disappointed with the haircuts she has received. when she moved to a new town, she approached her new office mates and several strangers with curly hair and asked them where they had their hair cut. she chose to spend considerable effort finding a new hair stylist based on the __________ associated with her purchase decision. mar3023

Answer 1

The correct answer is perceived risk. 

A perceived risk refers to the uncertainty and doubt a person experiences when deciding to purchase a good or service. In this instance, Kathy has already had a history of disappointing haircuts. Due to this, in order to minimize the perceived risk of another bad, Kathy is spending considerable effort finding a new hair stylist by doing her research and asking strangers with hair similar to hers.