Frank Wright Is a Stereo Buff Who Will Go to Great

Multiple Choice

Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because many people will see the stereo when they visit his home. If you were the marketing
VP for Quality Electronics Inc., and your market was primarily made up of people just like Wright, which influence source would you most likely build into your promotional messages?

A) situational influences
B) self-concept influences
C) reference group influences
D) perceptual risk influences