Personal influence carries especially great weight with consumers in two situations. The first is with products that are expensive, risky, or purchased infrequently. The second is where the product

Question

Quizplus · Accepted Answer

Personal influence is most effective when the product has a high level of risk, cost, or infrequency of purchase. In such cases, consumers are more likely to seek out advice and recommendations from people they trust, such as family and friends. Additionally, when the product suggests something about the user's status or taste, personal influence becomes more important, as people want to be perceived in a positive manner.

Personal Influence Carries Especially Great Weight with Consumers in Two