Which statement best describes explicit promises?

• A. They are not under marketer control
• B. They are direct claims about a product under marketer control
• C. They are only about price
• D. They are measured by customer reviews

Answer: (B)

Explicit promises are direct, clearly stated claims about a product’s attributes or benefits that the marketer controls in marketing materials and labeling. They set concrete expectations and can be supported by evidence, since the marketer is making the claim themselves—for example, “this cream provides 24-hour hydration” or “contains X vitamin.” That direct, controllable claim is what makes the statement describe explicit promises best. Saying they aren’t under marketer control is inaccurate because explicit promises come straight from what the marketer asserts. Limiting them to price is too narrow, since explicit promises cover features, performance, or benefits beyond price. Relying on customer reviews isn’t right because reviews reflect user experiences, not the marketer’s stated claims.