Sahil is having trouble deciding on which college to attend. while there are buildings, classrooms, and libraries to evaluate, the most important part of the service, the actual teaching and learning, is making his decision more complex.

The most important part of the service, the actual teaching and learning, is intangibility, making his decision more complex.

Explanation:

Intangibility on the size of the consideration set, for both tangible products and services affects decision making.

"Mental intangibility positively influences the size of the consideration set, regardless of the offering type (product or service). This effect is stronger in low levels of knowledge. Consumer involvement does not seem to have a moderating effect on this relation."

Reference: Rizomyliotis, Ioannis, et al. “Reassessing the Influence of Mental Intangibility on Consumer Decision-Making - Ioannis Rizomyliotis, Kleopatra Konstantoulaki, Giannis Kostopoulos, Athanasios Poulis, 2017.” SAGE Journals

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