Question

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications? Not all personal sources are...

Which of the following statements is FALSE regarding word-of-mouth (WOM) communications?

Not all personal sources are equal in value.

Consumers generally trust advertising as much as they do WOM.

Negative experiences are powerful motivators of WOM.

It is estimated that two-thirds of all consumer product decisions are influenced by WOM.

Going beyond satisfaction to deliver more than was expected appears to have the potential to generate substantial WOM.

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Answer #1

Q. Consumers generally trust advertising as much as they do WOM.

WOM marketing is free advertising which is triggered by customer experiences. It can be encouraged by different market publicity activities set by the companies which encourage consumer-to- marketer communications. This is considered a word of mouth advertising. Many marketers use WOM to improve their direct sales. Remaining options are correct as negative experiences affect the product purchasing decisions.

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