Ramelson Inc. features photographs of celebrities wearing Ramelson clothes and shoes on its Web site. The company uses these celebrities to promote its products as it believes that celebrities can influence customers' buying decisions. These celebrities serve as _____.
a. opinion leaders
b. aspirational reference groups
c. nonaspirational reference groups
d. decision makers
ANSWER: a
Opinion leaders are people who influence others. They are often the most influential, informed, and vocal members of society. Ramelson Inc.'s Web site features photographs of celebrities wearing its clothes and shoes. These celebrities serve as opinion leaders.
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