There has been a lot of research to identify what factors drive customers to purchase new products. Preceding research indicates that there are two factors that influence how a customer assesses the risk     (1)     with a product’s performance – product price and its advertisement methodology. While a proportion of such research has determined that a product price that is      (2)      high diminishes the risk that the customer associates with the product and its performance, other researchers conclude that price has virtually no effect in this regard. These two contrasting results are possibly the outcome of      (3)      different advertisement methodologies affect the product-risk-perception of a customer. Yet another factor that the researchers have      (4)      as influencing customers’ assessment of the performance risk is how well the latter perceive the credibility of the product’s manufacturer. One such study has concluded that these two are inversely related, that is, in the consumer’s perception, the higher the credibility the lower the risk. Given this, it has also been indicated by previous research that the relationship between these two factors may be more intricate as the credibility can be interrelated with the price in such a way that      (5)      the consumers’ perception of the product-performance-risk.