Question: What is the premise behind influencer marketing? Multiple choice question. A product is seen as more influential if it is regarded as a luxury or prestige product. In order to get consumer's interested in your products, a firm must first influence them that they need the product. Consumers are influenced more by coupons, deals, and other sales promotions than they are by product benefits. A consumer's purchases are often influenced by the views, opinions, and behavior of others.