The marketer who is trying to develop favourable attitudes toward his shortbread cookies would find which of these sources most effective in persuading consumers?
A) a celebrity chef
B) a sophisticated world traveller
C) a supermarket check-out cashier
D) an ordinary or "typical" consumer similar to the target audience

Question

Quizplus · Accepted Answer

An ordinary or "typical" consumer similar to the target audience is most effective in persuading consumers because people tend to trust and relate to peers or individuals who share similar preferences and lifestyles. This approach leverages the principle of similarity, making the endorsement feel more genuine and relevant.

The Marketer Who Is Trying to Develop Favourable Attitudes Toward