Page 194 - DMGT506_CONSUMER_BEHAVIOUR

Unit 14: Opinion Leadership and Diffusion of Innovation

14.1 Opinion Leadership Notes

Opinion leaders are those people who, in a given situation, are able to exert personal influence.
They are the ones most likely to influence others through word-of-mouth communication because
others seek advice and information from them.
Opinion leaders can informally influence the behaviour of consumers towards products or
services, either positively or negatively. If they are satisfied with a product and like it, their
word-of-mouth communication can be helpful in ensuring its success; their dissatisfaction and
dislike can exert more influence in its failure.
In a marketing context, opinion leadership is important and is found at all levels in society.
Consumers tend to be influenced by those with whom they identify. Opinion leaders are present
at each status level and in every group. However, personal influence seems to be more functional
at higher income and status levels.

14.1.1 Characteristics of Opinion Leaders

Much research has been conducted to identify traits of opinion leaders but so far the research is
inconclusive. Despite difficulties in identifying opinion leaders, some general traits have been
identified.

1. The most salient characteristic of opinion leaders is their greater long-term involvement
with the product category compared to non-opinion leaders in the group. This trait is
referred to as enduring involvement and according to G M Rose, L R Kahle and A Shoham,
it leads to enhanced knowledge about the product and experience with the product category
or activity. This enhanced knowledge and experience makes opinion leadership possible.
Thus, opinion leadership tends to be product or service specific.
2. Opinion leadership functions primarily through interpersonal communications and
observations. These activities occur most frequently among individuals with roughly the
same social-class position as non-leaders but opinion leaders are likely to be viewed as
having higher status in their social-class. It is important to note the significant role family
members play in opinion leadership. D F Duhan, S D Johnson, J B Wilcox and G D Harrell
found that family members and close friends are particularly important sources of
information regarding decisions for which the consumer has limited prior knowledge.

3. Opinion leaders tend to be more gregarious and are willing to act differently even if it
attracts the attention of peers. Their exposure to mass media, relevant to their interest, is
greater. For example, opinion leaders to ladies fashions could be expected to have greater
exposure to magazines such as Femina, Vogue and Women’s Era etc. Exposure to interest
relevant mass media helps enhance their potential as opinion leaders.

A study by R Marshal and I Gitosudarmo of opinion leadership for personal computers among
undergraduate students of business studies in Australia, Germany, Hong Kong, India, Indonesia,
Korea, New Zealand and United States reached similar conclusions about opinion leader traits
as described above. Expertise and sociability were found to be important in all eight countries.
The opinion leaders tended to be older in age than those they influenced in India, Indonesia and
Korea because in these countries a greater value is placed on maturity than in most Western
countries. Opinion leaders tended to be wealthier than non-opinion leaders in Indonesia.

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