The common-man appeal features testimonials from celebrities with whom most individuals can relate.
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Q24: "Public luxuries"
are products in which reference groups
Q25: "Public necessities"are products in which reference groups
Q26: Anomie is a renewed appreciation for social
Q27: Celebrities are effective product endorsers only if
Q28: An expert endorser needs to possess some
Q30: The common-man appeal features testimonials from "regular"
Q31: Dyadic exchanges are resource exchanges between two
Q32: Word-of-mouth communication is the informal transmission of
Q33: In the word-of-mouth process, the receiver but
Q34: Opinion leaders lead by example but rarely
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