Joe Pilotta Quotes
Word of mouth is not easily traceable to one or even two sources, however we can group influential media on purchase decision by merchandise category and other factors. 
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Word | Mouth | Easily | Traceable | Sources |
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Many retailers use their television advertising to entertain consumers as a way of engaging them but it doesn't appear that it is translating into influence to shop as far as shoppers are concerned. Based on the consumer's choice of media of influence, it seems that consumers want information and direction. Engaging commercials on TV appear not to have impact on the cognitive domain called purchasing.
- Joe Pilotta
