A consumer sees a television ad for athletic shoes with a famous basketball player and thinks, This must be a good product if he is endorsing it because he is an expert on basketball. This is an example of a(n)
a. persuasive speaker.
b. memorable source aiding in encoding associations about the product.
c. credible source used to make an inference about the product.
d. attractive source aiding in raising the attention levels of the viewer.
e. focus on the central arguments in persuasion.
Question 2
Purchasing assumes a central role in:
a. protecting the cost structure of the firm.
b. managing relationships with customers.
c. managing relationships with suppliers.
d. all of the above.
e. (a) and (c) only.
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