Many firms use athletes as spokespeople who represent what many people would ideally like to be.In the context of the consumer decision-making process, which of the following do these spokespeople represent?
A)A sponsor
B)A profiteer
C)A market maven
D)A reference group
E)An impulse buyer

Question

Quizplus · Accepted Answer

Athletes as spokespeople represent a reference group, as they are seen as individuals who embody a desirable lifestyle or image that consumers may want to emulate. Consumers may look to these athletes as a point of reference when making purchasing decisions, especially for products related to sports or fitness.

Many Firms Use Athletes as Spokespeople Who Represent What Many