Which of the Following Statements Accurately Reflects a Factor Encouraging

Multiple Choice

Which of the following statements accurately reflects a factor encouraging WOM?

A) Positive word of mouth is weighted more heavily by consumers than negative comments.
B) Negative word of mouth can reduce the credibility of a firm's advertising.
C) WOM is especially powerful for those consumers who are well informed about the product category.
D) Positive word of mouth is almost as powerful as advertising.