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 credibility risk
B) high social risk
C) high performance risk
D) low knowledge bias