Final answer:
The sales associate should ask questions to understand the customer's preferences to make suitable recommendations and provide reassurance. This approach is valuable in situations where there is a high degree of imperfect information, as it helps to clarify and align options with the customer's needs.
Step-by-step explanation:
If a customer does not have a clear picture of what she wants, the sales associate should ask questions to understand preferences. This approach allows the salesperson to gather information about the customer's needs, tastes, and budget, enabling them to make suitable recommendations. A good salesperson utilizes this method to reassure the customer by providing clarity and options that align closely with their revealed preferences, thereby reducing the effect of imperfect information.
When it comes to imperfect information, for example, the degree might be relatively high when buying a used laptop computer at a garage sale due to a lack of warranties and detailed product history. Conversely, the degree of imperfect information might be low when buying apples at a roadside stand because the product is visible and one can assess its quality directly.