Marie would like some information regarding what brand of cosmetics to purchase. Is she more likely to ask it from a close friend or a colleague she knows has worked previously as a make-up artist? Why?

Although people often like to compare their judgments and actions with those of others, they tend to be selective about precisely whom they will use as benchmarks. Similarity between the consumer and others used for social comparison boosts confidence that the information is accurate and relevant (though we may find it more threatening to be outperformed by someone similar to ourselves).We tend to value the views of obviously dissimilar others only when we are reasonably certain of our own.
In general, people tend to choose a co-oriented peer, or a person of equivalent standing, when undergoing social comparison. For example, a study of adult cosmetics users found that women were more likely to seek information about product choices from similar friends to reduce uncertainty and to trust the judgments of similar others. Also, cosmetics are more symbolic (and not utilitarian) in nature, so she might be more influenced by the friend.