Chapter 3.3: Evaluating Goods and Services

Search attributes

Attributes that a customer can determine prior to purchasing the goods and/or services. These attributes include things like color, price, freshness, style, fit, feel, hardness, and smell.

Experience Attributes

Attributes that can be discerned only after purchase or during consumption or use. Examples of these attributes are friendliness, taste, wearability, safety, fun, and customer satisfaction.

Credence Attributes

Any aspects of a good or service that the customer must believe in but cannot personally evaluate even after purchase and consumption. Examples include the expertise of a surgeon or mechanic, the knowledge of a tax advisor, or the accuracy of tax preparation software.

search; experiences; credence

Goods are high in ___ qualities, whereas services are high in ___ and ___ attributes