1. An individual who has firsthand experience with a product or service, or can easily obtain full information about it, is less likely to be influenced by the advice or example of others. .
a) A person who has little or no experience with a product or service and does not expect to have access to objective information about it (e.g., a person who believes that relevant advertising may be misleading or deceptive) is more likely to seek out the advice or example of others.