Final answer:
It is true that people rely on personal channels for complex services with high risk due to the need for trust and assurance, which helps mitigate uncertainty.
Step-by-step explanation:
For services that are complex and have a high perceived risk, the statement is true that people tend to rely on personal channels. This reliance on personal channels stems from the need for trust and assurance when potential consequences of failure are significant. Personal channels provide a level of comfort and security to individuals seeking services due to the ability to receive firsthand accounts and recommendations from trusted sources. When the cost of making a wrong decision is high, as is the case with complex and risky services, personal advice and referrals become much more influential. They help mitigate uncertainty and provide a sense of confidence in decision-making.