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) reference group
B) risk avoider
C) cultural determinant
D) cognitive learning experiment
E) evoked set

Reference Group

A social group that serves as a point of comparison for individuals in their purchase or consumption decisions.

Cultural Determinant

Factors influenced by the culture that affect the behaviors and practices of individuals or groups.

Fashionable Bars

Trendy and popular drinking establishments that are often characterized by their stylish decor and vibrant atmosphere.