Marketers can try to capitalize on source similarity by hiring:
A)beautiful models to appear in television ads.
B)well-known athletes to endorse sporting goods in commercials.
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 portray themselves as ordinary consumers.

Question

Quizplus · Accepted Answer

Hiring salespeople who have characteristics similar to those of their customers can help establish trust and rapport, leading to increased sales. Customers are more likely to trust and feel comfortable around someone who is similar to themselves. Therefore, marketers can capitalize on source similarity by hiring salespeople who share the same characteristics as their target audience.

Marketers Can Try to Capitalize on Source Similarity by Hiring