Sachin Tendulkar, India's top cricketer, was paid $4.14 million over three years to promote motorbikes make by TVS, an Indian manufacturer. Which type of social influence is the India-based motorbike manufacturer using?

Question

Quizplus · Accepted Answer

The manufacturer is using Sachin Tendulkar, a highly influential and admired figure, as a reference group to influence potential customers. By associating their product with a popular and respected personality, they aim to sway consumers' preferences and decisions, leveraging the admiration and trust people have for Tendulkar.

Sachin Tendulkar, India's Top Cricketer, Was Paid $4