MK220 Study Guide - Final Guide: Materialism, Individualism, Frugality

• School: Emerson College
• Department: Marketing Communication (MK)
• Course: MK220
• Professor: Naa Amponsah Dodoo

Document Summary

Opinion leaders are regarded as non-marketing sources of influence, a perception that adds to their credibility. They are not necessarily well-known people; they may be friends and acquaintances or professionals like doctors, dentists, or lawyers who advise patients and clients. Tend to learn a lot about products, are heavy users of mass media, and tend to buy new products when they are first introduced. They are also regarded as knowledgeable about acquisition, usage, and disposition options because of their product knowledge and experience. Opinion leaders often get information by seeking it from consumers, manufacturers, and retailers: understand normative influence and consumer socialization. Normative influence, which is what you experienced in the hypothetical example, is social pressure designed to encourage conformity to the expectations of others. The term normative influence derives from norms, society"s collective decisions about what behavior should be.