When Joe goes to a store to buy a pack of cereal, he faces a dilemma. No, not even a dilemma, but a real puzzling choice: what cereal to choose.
He recalls that his wife often buys one type of cereal, let's and grabs this pack. In this case, its' Joe's wife who served as an influencer. But his wife saw the post on Instagram in which her favorite actor was feeding his son with this cereal. So Joe grabs this pack of cereal because he trusts his wife while his wife trusts the actor whom he follows on Instagram.