Marketers Want to Use Experts, Such as Medical Doctors, Because

Multiple Choice

Marketers want to use experts, such as medical doctors, because they would seem to be effective at changing attitudes toward utilitarian products such as headache pills or liniments. Viewers who trust them realize the products have _ and need reassurance that they will work.

A) low knowledge bias
B) low credibility risk
C) high performance risk
D) high social risk
E) high dissociative cues