Consumers weigh negative word of mouth ________ they do positive comments.
A) more heavily than
B) less heavily than
C) the same as
D) The answer above depends on the type of product
E) The answer above depends on the type of company

Question

Quizplus · Accepted Answer

Studies have shown that consumers tend to give more weight to negative word of mouth than positive comments when making purchasing decisions. This has been attributed to the fact that negative information is often seen as more credible or informative than positive information.

Consumers Weigh Negative Word of Mouth ________ They Do Positive