If a company exaggerates the functions of its products in television advertisements, consumers, after personally using the product, will lose trust in the company and even file lawsuits against it.

如果公司在电视广告中夸大了其产品的功能，消费者在使用后，将对公司失去信任甚至提起起诉。

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Consumers who are loyal to a brand will trust that the next product introduced under that brand will fulfill the brand promise.

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In a recent Kelton Group study my firm commissioned, titled Social Commerce: Buying Behavior and Influence Online, consumers were asked who they were likely to trust the most and least for product recommendations.

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What we care about is that we, the consumers of your high-priced product from a company that has worked to earn user trust, have a product we can rely on.

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