Negative word-of-mouth communication is more likely to occur when consumers:
A) perceive that the problem is severe.
B) face problems that are unstable.
C) repeatedly purchase products of a single brand.
D) make purchase decisions that are not credible.
E) are satisfied with the company's responsiveness.

Question

Quizplus · Accepted Answer

Consumers are more likely to engage in negative word-of-mouth communication when they perceive the problem to be severe. This can be seen when consumers have had a particularly negative experience with a product or service, which they feel strongly enough to share their negative experience with others.

Negative Word-Of-Mouth Communication Is More Likely to Occur When Consumers