Because Marketers Do Not Control Consumers' Comments on Social Media

question 57

Multiple Choice

Because marketers do not control consumers' comments on social media sites such as Twitter and Facebook:

• A) there is a chance that comments and postings will be negative
• B) any comments consumers leave are virtually useless to marketers
• C) a filtered feedback channel has been created
• D) most consumers do not trust the comments they read there
• E) any feedback marketers receive there will be impersonal

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Definitions:

Reward

A motivational construct that refers to the positive outcomes or pleasure experienced after engaging in certain actions or behaviors.

Operant Behavior

A type of behavior that is controlled by its consequences, including rewards and punishments.

Elicited

Refers to a response that is drawn out or evoked by a specific stimulus or condition.

Intermittent Reinforcement

A conditioning schedule in which a reward or punishment (reinforcement) is not given every time the desired response is performed, making the response more resistant to extinction.