Due to the difficulty of making persuasive communications effective,"experts" are used as spokespeople for utilitarian products which have a high performance risk.

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This is because utilitarian products, such as insurance or medical treatments, are often complex and rely on technical knowledge to fully understand their benefits. Using experts as spokespeople can help to build credibility and trust with consumers, making them more likely to choose these products despite the potential performance risk.

Due to the Difficulty of Making Persuasive Communications Effective,"experts" Are