The marketer who is trying to develop favourable attitudes towards his graham-cracker cookies would find which of these sources most effective in persuading consumers?
A) a celebrity chef
B) a sophisticated world traveller
C) a supermarket check-out cashier
D) an ordinary or "typical" consumer similar to the target audience

Question

Quizplus · Accepted Answer

An ordinary or "typical" consumer similar to the target audience would be the most effective source to persuade consumers as they can relate to someone who has similar tastes and opinions. Celebrity chefs and sophisticated world travellers may not necessarily represent the target audience and may not be seen as credible sources for graham-cracker cookies. Supermarket check-out cashiers may have some influence, but may not be perceived as experts or knowledgeable about the product.

The Marketer Who Is Trying to Develop Favourable Attitudes Towards