Two consumers are searching for new hair salons and have very different belief systems and needs that affect the way they search for information. The second step in the consumer decision process, after a consumer recognizes a need, is to search for information about various options that exist to satisfy that need. The length and intensity of the search are based on the degree of perceived risk associated with purchasing the product or service. Read each statement and match it with the followings.

a. Effortless,
b. Worth the Money,
c. Expensive Service,
d. Salon of Choice
e. Unimportant
f. Tight Budget
g. Could Damage Career
h. All the Same
i. Salon of Convenience
j. Personal Image
Joleen Jones Ginger Petri

1. Performance Risk
2. Financial Risk
3. Psychological Risk
4. Internat vs External
5. Benefits vs Costs

Financial markets and channel to . they also channel money from individuals who want to for the future to those who need cash to spend today. a third function of financial markets is to allow individuals and businesses to adjust their risk. for example, , such as the vanguard index fund, and , such as spdr's or “spiders,” allow individuals to spread their risk across a large number of stocks. financial markets provide other mechanisms for sharing risks. for example, a wheat farmer and a baker may use the to reduce their exposure to wheat prices. financial markets and intermediaries allow investors to turn an investment into cash when needed. for example, the of public companies are because they are traded in huge volumes on the . are the main providers of payment services by offering checking accounts and electronic transfers. finally, financial markets provide information. for example, the of a company that is contemplating an issue of debt can look at the yields on existing to gauge how much interest the company will need to pay.