Matt is unhappy with the Luisteren music player that he bought recently. He mentions it to his friend Christine and suggests that she consider other brands. In the given scenario, Matt's behavior illustrates _____.
A) positive disconfirmation
B) negative word-of-mouth
C) confirmatory bias
D) switching behavior

Question

Quizplus · Accepted Answer

Matt's behavior of mentioning his dissatisfaction with the Luisteren music player and suggesting that his friend consider other brands is an example of negative word-of-mouth, which can harm the reputation of the brand and potentially lead to decreased sales.

Matt Is Unhappy with the Luisteren Music Player That He