FM 117 Lecture Notes - Lecture 12: Opinion Leadership, Social Animal, Observability

• School: FIT
• Department: Fashion Business Management
• Course: FM 117
• Professor: Joelle Williams

Document Summary

The process by which one person (the opinion leader) informally influences the consumption actions or attitudes. Needs of opinion leaders: self involvement, social involvement, product involvement, message involvement. Needs of opinion receivers: new product or new usage information, reduction of perceived risk, reduction of search time, receiving the approval of the opinion leader. Surrogate buyers may replace opinion leaders: ie: a wardrobe consultant who helps in the purchase of business clothes. Opinion leader: informal relationship exchange occurs, does not get paid, socially active, likely to use product personally. General attributes: innovativeness, willingness to talk, self-confidence, gregariousness, cognitive differentiation. Category attributes: interest, knowledge, special-interest media exposure, same age, same social status, social exposure outside group. Masters seek to take control of the opinion leadership process. The stages through which an individual consumer passes in arriving at a decision to try, or not, to continue using or discontinue a new product. Influence diffusion: relative advantage, compatibility, complexity, trialability, observability.