What term describes someone who actively shares their dissatisfaction with a brand or company?

• A. Advocate
• B. Detractor
• C. Supporter
• D. Customer

Answer: (B)

The term that describes someone who actively shares their dissatisfaction with a brand or company is "detractor." Detractors are customers who express negative opinions and experiences, often through word of mouth or on social media. Their feedback typically highlights issues with the product or service, and they can significantly influence the perceptions of potential customers and the overall reputation of the brand.

This contrasts with the other choices. An advocate is someone who actively promotes and supports a brand, sharing positive experiences rather than negative ones. A supporter also tends to align with favorable sentiments toward the brand. The generic term customer simply refers to anyone who purchases or uses a product or service, without any implication regarding their level of satisfaction or willingness to share their experiences, whether positive or negative.