Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have _ and need reassurance that they will work.
A) low knowledge bias
B) low credibility risk
C) high performance risk
D) high social risk
E) high dissociative cues

Question

Quizplus · Accepted Answer

Experts like medical doctors are used in marketing because they can effectively reassure consumers about the high performance risk associated with utilitarian products, ensuring that these products will work as intended.

Marketers Want to Use Experts, Such as Medical Doctors, Because