Because of the Heterogeneity and Intangibility of Services, Customers Tend

question 201

True/False

Because of the heterogeneity and intangibility of services, customers tend to believe company-sponsored advertising rather than word-of-mouth communication while gathering information about a service product.

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Definitions:

Talcott Parsons

An American sociologist known for his contributions to the development and theory of structural functionalism.

Pattern Maintenance

The ways in which social systems and structures are preserved and sustained through norms, values, and institutions.

Not Really Kin

Relationships or social ties that are not based on blood or legal connections but are formed through personal choice, affection, or social obligation.

Symbolic Interactionists

Sociologists who focus on how individuals interpret and assign meaning to symbols within social interactions.