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Opinion leadership is a two-way street:

Consumers who are opinion leaders in one product-related

situation may become opinion receivers in another situation,

even for the same product.

An opinion leader may also be influenced by an opinion

receiver as the result of a product related conversation.

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.

Their true motivation may really be self-confirmation or self-

involvement.

Product involvement, social involvement, message

involvement

The needs of opinion receivers

To obtain new product or new message information.

To reduce their perceived risk.

To reduce the search time.

To have the approval of others, thereby ensuring acceptance.

Table 15.3

Purchase Pals

Those who actually accompany consumers on shopping trips.

Male pals are used as a source of product category expertise,

product information, and retail and price information. Female pals are used for moral support and to increase

confidence in the buyers decision.

When a weak tie exists between pal and shopper, the pals

main contribution tends to be functional.

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When a strong tie exists between pal and shopper, the

purchase pals main contribution tend to be the understanding

and familiarizing the buyers characteristics and needs.

Surrogate buyers VS opinion leaders

In some situation, surrogate buyers replace opinion leaders.

Table 15.4

MEASUREMENT OF OPINION LEADERSHIP

1. 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.

2. Sociometric method

Person to person informal communication of consumers

concerning product or product categories.

Respondents are asked to identify (a) specific individual to

whom they provide advice or information, (b) specific

individual who provide them with advice or information.

3. Key informant method

Key informants are asked to designate opinion leaders.

4. Objective method

Artificially places individuals in a position to act as opinion

leaders and measures results of their efforts.

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A profile of opinion leader

Table 15.6

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.

Market maven: consumers who possess a wide range of

information

Unlike opinion leaders, their influence extends

beyond the realm of high involvement product.

Their influence stems not so much from

product experience, 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.

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