Griff is opening a new high-end restaurant and has invited some of the city's most elite and powerful people to opening night. Griff's attempt to create an association between his restaurant and these power players is likely to fail based upon what research has shown about co-consumers.

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Research has shown that people are more likely to associate positively with a product or service if they perceive that it is being consumed or used by those whom they consider desirable and/or socially desirable. Therefore, if Griff's high-end restaurant is frequented by elite and powerful people, it is likely to enhance the restaurant's prestige and appeal to customers.

Griff Is Opening a New High-End Restaurant and Has Invited