When companies use celebrities in their ads they are using the principle of ________ reference groups.
A) membership
B) aspirational
C) coercive
D) normative

Question

Quizplus · Accepted Answer

When companies use celebrities in their ads, they are leveraging the principle of aspirational reference groups. This is because celebrities often represent ideals or lifestyles that consumers may aspire to, thus influencing their purchasing decisions by associating products with these desirable traits or statuses.

When Companies Use Celebrities in Their Ads They Are Using