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Opinion Leadership
Word of mouth friends, neighbors, work associates
People turn to others for advise
Advertising bias not always honest if opinion leader, usually category specific
How measure opinion leadership?
1. self-designating method
2. sociometric method closed community and ask people what they think about
something
3. key informant method these are the central people
4. objective method
Opinion Leaders have:
1. knowledge and interest about the product
2. are innovators
3. demographics tend to be younger for the arts and older for medical
4. social class tend to be of the same social class as the target demographic