Consumers who score more highly on susceptibility to normative influence tend to be more influenced by ads that include testimonials.

Question

Quizplus · Accepted Answer

Susceptibility to normative influence refers to the extent to which an individual is influenced by the perceived social norms of their reference group. Testimonials can be seen as a form of social proof or normative influence, as they provide evidence that others in the reference group have had positive experiences with the product or service being advertised. Therefore, consumers who are more susceptible to normative influence may be more likely to be influenced by ads that include testimonials.

Consumers Who Score More Highly on Susceptibility to Normative Influence