Which factor is commonly used by consumers to cope with uncertainty during a purchase?

Personal recommendations are commonly used by consumers to cope with uncertainty during a purchase because they provide a sense of trust and reassurance. When potential buyers receive suggestions from friends, family, or trusted sources, they feel more confident in their decision-making process. Recommendations can serve as social proof, indicating that others have had positive experiences with the product or service. This is especially crucial when consumers are faced with choices that carry risk, as knowing that others have made similar decisions successfully helps alleviate doubts and fears.

While product demonstrations, visual advertising, and comparative pricing models can influence consumer decisions, they do not inherently provide the same level of personal assurance or trust that personal recommendations do. Product demonstrations can showcase functionality but may not address personal concerns on an emotional level. Visual advertising can create brand recognition but lacks the personal touch of recommendations. Similarly, comparative pricing models can highlight cost benefits but do not necessarily reduce uncertainty about product quality or suitability. Overall, personal recommendations serve as a key coping mechanism for consumers navigating uncertainty in their purchasing decisions.