____ is not under the control of the marketer, but is considered to be credible and can have a strong influence on purchase.

____ is not under the control of the marketer, but is considered to be credible and can have a strong influence on purchase.

• A. Advertising
• B. Tangibles
• C. Explicit promises
• D. Word-of-mouth

Answer: (D)

Word-of-mouth comes from other consumers, not from the marketer, yet it’s seen as credible because it reflects real experiences from people peers trust. When someone you know or respect shares a positive (or negative) experience, you’re more likely to take it seriously than you would a promotional message. In health services, decisions often hinge on trust and perceived risk, so recommendations from friends, family, or online reviews carry a lot of weight and can strongly influence whether someone chooses a provider. Marketing can influence word-of-mouth indirectly by delivering high-quality care and good service, which prompts people to share positive experiences, but it can’t fully control what others say. In contrast, advertising, tangibles, and explicit promises are tactics the marketer can shape, whereas word-of-mouth remains an external signal that consumers rely on for credibility.

Word-of-mouth comes from other consumers, not from the marketer, yet it’s seen as credible because it reflects real experiences from people peers trust. When someone you know or respect shares a positive (or negative) experience, you’re more likely to take it seriously than you would a promotional message. In health services, decisions often hinge on trust and perceived risk, so recommendations from friends, family, or online reviews carry a lot of weight and can strongly influence whether someone chooses a provider.

Marketing can influence word-of-mouth indirectly by delivering high-quality care and good service, which prompts people to share positive experiences, but it can’t fully control what others say. In contrast, advertising, tangibles, and explicit promises are tactics the marketer can shape, whereas word-of-mouth remains an external signal that consumers rely on for credibility.