ADM 3321 Lecture Notes - Lecture 7: Kitchenaid, Social Stratification, Disposable And Discretionary Income

• School: University of Ottawa
• Department: Administration
• Course: ADM 3321
• Professor: Michael Mulvey

Document Summary

Generalized opinion leader = somebody whose recommendations are sought for all types of purchases. Monomorphic = an expert in a limited field. Polymorphic = an expert in many fields (in a broad domain such as electronics or fashion). Characteristics of opinion leaders: own more clothing with a broader range of styles, like music andmagazines, appearance-conscious and narcissistic, socially active, early communicators, innovators, are opinion seekers. > opinion leaders who also are early adopters. > opinion leaders also are likely to be opinion seekers. The market maven (expert) a consumer category. > actively involved in transmitting marketplace information of all types. > describes people who are actively involved in transmitting marketplace information of all types. (not necessarily have interests or have purchased the products) The surrogate consumer a class of marketing intermediary. > a person who is hired to provide input in purchase decisions. (e. g. , interior decorators, stockbrokers, college consultants) Consumer demand = willingness to buy + ability to buy.