Satisfaction or dissatisfaction affects consumer communications; while the satisfied buyer typically tells about three other people about her experience, the dissatisfied buyer:

a$.$

tells only one or two.

b$.$

is often too embarrassed about the situation to tell anyone.

c$.$

usually tells no one except the company.

d$.$

is likely to complain to about nine people.

e$.$

is very unpredictable but often attempts to tell as many people as possible during a confrontation.