Word of Mouth Between Consumers Tends to Have a Large

question 54

True/False

Word of mouth between consumers tends to have a large impact on subsequent purchase decisions because it is very vivid.

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Definitions:

Similarity Error

A bias in decision making where individuals favor others who are similar to themselves in some way, possibly overlooking merit.

Interviewer

A person who asks questions in a conversation, research study, or selection process typically for the purposes of gathering information, assessing qualifications, or both.

Job Candidate

An individual who applies for or is being considered for an employment position within a company or organization.

Perceptual Defense

The psychological mechanism that protects an individual from accepting information that is uncomfortable or threatens self-concept.