Febreeze is an odor-controlling spray that is manufactured by Procter & Gamble. When Febreeze was introduced, a few people in an Internet chat room stated that the product was harmful to house pets. Though untrue, unfortunately the rumor spread. If P&G had not been convinced it would be a very successful product, it would have dropped Febreeze from its P&G product line as a result of
A. consumer ethnocentrism.
B. a lack of back translation.
C. cultural insensitivity.
D. negative word of mouth.
E. poor opinion leadership.
Answer: D
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