Marketers can try to capitalize on source similarity by hiring:
A)a beautiful model to appear in an ad.
B)a well known athlete to endorse a cosmetic in a commercial.
C)salespeople who have characteristics that match those of their customers.
D)individuals with liberal arts backgrounds to work as sales representatives for technical products.
E)actors to pretend that they are ordinary consumers.

Question

Quizplus · Accepted Answer

Hiring salespeople who have characteristics that match those of their customers can help create source similarity, as customers are more likely to identify and connect with salespeople who are similar to them in terms of demographics or interests. This can also help build trust and credibility with the customers. Options A, B, and E focus more on using attractive or famous people to capture attention or promote the product, while option D does not address the issue of source similarity at all.

Marketers Can Try to Capitalize on Source Similarity by Hiring