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Consumers handle risk by:

- Seeking information e.g. word of mouth or advertisements

- Brand loyalty e.g. stay loyal to a chosen brand

- Brand image e.g. evaluate brand based on its image (reputation)

- Store image e.g. evaluate the layout and look of the store

- Most expensive e.g. purchase most expensive product as price is assumed to be an indicator of product quality

- Seek assurance e.g. promise or guarantee that the product is of a sufficient standard

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