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Chapter 15 Opinion Leadership: • The process by which one person (opinion leader) informally influence the action or attitude

of others, who may be opinion seekers or opinion recipients. • WOM communication • Opinion leaders may become an opinion receivers or seekers. Dynamics of opinion leadership process Credibility: • Perceived as objective, receive no compensation for the advice • Reduce opinion receiver’s perceived risk or anxiety in buying new product. Positive or negative product information: • Opinion leaders provide both favorable and unfavorable information adds to their credibility. • Consumers are more likely to share a negative experience than a positive one. Information and advice: • Talk about experience with a product, relate what they know about a product and advice others to buy or avoid a specific product. Opinion leadership is category specific: • Opinion leaders often specialize in certain product categories about which they offer information and advice. • When other product categories are discussed, they become opinion receivers.
Chapter 15 (Consumer Behavior) Mohammed Sohel Islam

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message involvement The needs of opinion receivers • To obtain new product or new message information. • To have the approval of others. product information.Opinion leadership is a two-way street: • Consumers who are opinion leaders in one product-related situation may become opinion receivers in another situation. thereby ensuring acceptance. • Product involvement. • To reduce the search time. • Male pals are used as a source of product category expertise. even for the same product. the pal’s main contribution tends to be functional. • To reduce their perceived risk. and retail and price information. • Their true motivation may really be self-confirmation or selfinvolvement. • An opinion leader may also be influenced by an opinion receiver as the result of a product related conversation. • When a weak tie exists between pal and shopper. social involvement. THE MOTIVATION BEHIND OPINION LEADERSHIP: The need of opinion leaders • They may simply be trying to reduce their own post purchase dissonance by confirming their own buying decision.3 Purchase Pals • Those who actually accompany consumers on shopping trips. • Female pals are used for moral support and to increase confidence in the buyer’s decision. • Table 15. Chapter 15 (Consumer Behavior) Mohammed Sohel Islam 2 .

Chapter 15 (Consumer Behavior) Mohammed Sohel Islam 3 . Key informant method • Key informants are asked to designate opinion leaders. 2. • Table 15. Sociometric method • Person to person informal communication of consumers concerning product or product categories. surrogate buyers replace opinion leaders. (b) specific individual who provide them with advice or information. Self-designating method • Respondents are asked to evaluate the extend to which they have provided others with information about a product category or specific brand or have otherwise influenced the purchase decisions of others. Objective method • Artificially places individuals in a position to act as opinion leaders and measures results of their efforts. Surrogate buyers VS opinion leaders • In some situation.4 MEASUREMENT OF OPINION LEADERSHIP 1. the purchase pals main contribution tend to be the understanding and familiarizing the buyer’s characteristics and needs. • Respondents are asked to identify (a) specific individual to whom they provide advice or information. 4.• When a strong tie exists between pal and shopper. 3.

A profile of opinion leader • Table 15. but from a more general knowledge or market expertise that leads them to an early awareness of a wide array of new products and services. • Their influence stems not so much from product experience.6 Frequency and overlap of opinion leadership • Opinion leaders in one product area are often opinion leaders in related areas in which they are also interested. Chapter 15 (Consumer Behavior) Mohammed Sohel Islam 4 . their influence extends beyond the realm of high involvement product. • Market maven: consumers who possess a wide range of information • Unlike opinion leaders.