Question

Beverage firms sometimes hire attractive young people to sit at fashionable bars, sipping the company's latest product offering. The firms hope these "models" will serve as a(n) __________ and influence consumers.a. risk avoider
b. cultural determinant
c. evoked set
d. reference group
e. cognitive learning experiment

Answer 1

Answer: D. Reference group

Explanation: A reference group is usually used to make comparison. Generally, reference group could be an individual or a group of people which are used as a basis or standard for evaluating or comparing the behavior another individual or group. Individuals or groups being compared may to to emulate the belief, norms or attitude of the reference group.

Beverage companies employ attractive young ladies 'models' to serve as reference groups so that visitors will tend to be attracted or emulate their behavior or action so as to boost sales and increase revenue.