Question

Which of the following statements regarding consumer information search for services is true?

a. Personal sources of information become more important as the complexity of the service being purchased increases.
b. Consumers engage in less post-purchase evaluation than pre-purchase evaluation when selecting and consuming services
c. Consumers engage in less post-purchase evaluation and information seeking with services than with goods.
d. Consumers rely less on information from personal sources than from nonpersonal sources when evaluating services prior to purchase.

Answer 1

The statement that personal sources of information become more important as the complexity of the service being purchased increases is true. Consumers lean on trusted personal sources when dealing with complex services because services are intangible and it's hard to evaluate them pre-purchase.

Step-by-step explanation:

Regarding consumer information search for services is: a. Personal sources of information become more important as the complexity of the service being purchased increases. Consumers are likely to seek information from personal sources such as friends, family, or experts to reduce the uncertainty associated with complex service purchases.

That services, by nature, are intangible, and evaluating them before purchase can be difficult. This challenge becomes greater as the complexity of the service increases. Hence, potential buyers tend to rely more on personal sources they trust to provide recommendations or share experiences. This stands in contrast to purchasing goods, where the physical attributes can be evaluated more directly. Moreover, when dealing with complex services, post-purchase evaluation also becomes more critical as it helps consumers affirm their choices and reduce cognitive dissonance, the discomfort caused by having conflicting beliefs or behaviors. It is also true that post-purchase evaluation tends to occur after consuming services to a greater extent than with goods, as services are experienced in real-time and often involve direct interaction with service providers.