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 credibility risk
B) high social risk
C) high performance risk
D) low knowledge bias

Question

Quizplus · Accepted Answer

Products like headache pills or liniments are associated with high performance risk because consumers are concerned about whether these products will effectively perform their intended function (e.g., relieving pain). Utilizing experts such as medical doctors in marketing can help mitigate these concerns by providing credible assurances of the product's efficacy.

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