Frank Wright is a stereo buff who will go to great lengths when making stereo equipment purchases. He believes having the right equipment is important because he wants to impress the people who will see the stereo when they visit his home. If you were the marketing VP for Quality Electronics, Inc. and your market was primarily made up of people just like Wright, which influence source would you most likely build into your promotional messages?

perceptual risk influences

situational influences

cognitive dissonance influences

cultural influences

reference group influences