Surrogate consumer

A professional or agent who is retained by a consumer to guide, direct, and or transact market place activities on behalf of a consumer. Suurogates can play a wide range of roles such as tax consultants, wine stewards, interior decorators, or financial managers. Consumers use surrogates because they may not have the time, inclination, or expertise to go through information search and decision-making. Unlike the opinion leader or market maven, the surrogate is usually compensated for this involvement. Infarct, surrogates are a type of marketing intermediary who help the actual consumers in purchase decisions.