The level of uncertainly experienced by consumers during the course of making the buying decision, particularly for big ticket items (like cars) or complex products (such as life insurance). Consumers will frequently attempt to reduce this uncertainty by doing their own extensive research, consulting experts, or seeking advice from their peers. For their part, companies will try to allay fears by, for example, providing comprehensive warranties, implementing PR campaigns, or obtaining approval/endorsement from trusted bodies (eg: SABS accreditation; winning industry awards, etc).

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