Which of the following are the four factors that influence expectations about a good/service?

• A. Explicit promises, implicit promises, word-of-mouth, past experience
• B. Explicit promises, word-of-mouth, past experience
• C. Implicit promises, word-of-mouth, past experience
• D. Explicit promises, implicit promises, past experience

Answer: (A)

Expectations about a good or service come from four sources: explicit promises, implicit promises, word-of-mouth, and past experience. Explicit promises are clear statements of what the provider guarantees or commits to. Implicit promises are the unspoken cues that shape expectation, such as price, branding, packaging, and service environment. Word-of-mouth includes information from other customers that you hear, read, or share, which can influence what you anticipate. Past experience is how previous interactions with the provider or similar products set the baseline for future expectations.

This option includes all four sources, making it the best answer. The other options miss one of the sources: they omit either implicit promises, word-of-mouth, or past experience.