A small private college in Alabama paid a significant sum of money to a marketing firm to study the college's current marketing
strategy and help develop new strategies for attracting students. The college is having a difficult time evaluating the effectiveness of the marketing firm's work because this type of service has many__________.
Credence qualities are those qualities in a good or a service that consumers cannot evaluate the utilities though they have purchased it. These qualities are health, repairs, advice, etc.
To evaluate credence quality, consumers need to have a set of special skills or should have an adequate knowledge about a certain good or service.
Here, the college is having difficulty evaluating the effectiveness of the marketing firm's work because this kind of service has many credence qualities. The students cannot fully evaluate or comprehend the utilities of this service as they lack in dept knowledge or the right set of skills.
