1. Concerning inherent weaknesses of a "storage" strategy in countering a damaging rumor to a firm or its brand, all of the following are related and true EXCEPT:

The firm has to "be there" when the rumor is planted. Therefore, to use a "storage" strategy, the firm may have to "replant" (i.e., bring up) the rumor.

It is considered unwise to use a "storage" strategy with those rumors which are NOT widespread.

Some rumors are too aversive to be overcome with a "storage" strategy.

All of the above are related and true of a "storage strategy."

2. When one makes disparaging remarks about a brand he/she bought and which performed inadequately, the negatively-slanted commentary is likely due to all of the following EXCEPT:

Selective perception, based on inadequate time to process all aspects of relevant information (e.g., things "happened fast" at the time of the product failure)

His/her attitudinal biases, brought about through needs, mood, values and experiences

The Success-Failure Bias

Memory biases, in combination with ego-defense

All of the above