The term _____ refers to exchanges between consumers and businesses that the consumer views as unusually negative.
A) touchpoint
B) critical incident
C) moderating variable
D) zero moment of truth

Question

Quizplus · Accepted Answer

The term "critical incident" specifically refers to negative exchanges between consumers and businesses that are viewed as especially significant or impactful. Touchpoints refer to any point of contact between a consumer and a brand, moderating variables are external factors that can influence consumer behavior, and the zero moment of truth is the moment when a consumer first forms an impression of a brand or product.

The Term _____ Refers to Exchanges Between Consumers and Businesses