Word-of-mouth communication about products is thought to be influential because it is perceived as ________.

Question

Quizplus · Accepted Answer

Word-of-mouth communication is perceived as more reliable because it comes from personal experience and represents the views of the individuals with no vested interest. Additionally, it is often coming from a trustworthy source, such as family, friends, or colleagues. Finally, because it is often given in a social context, there is social pressure to conform, making this communication even more powerful.

Word-Of-Mouth Communication About Products Is Thought to Be Influential Because