Search results “Factors determining reference group influences on individuals”
Reference group influence on individual in hindi
Thank you friends to support me Plz share subscribe and comment on my channel and Connect me through Instagram:- Chanchalb1996 Gmail:- [email protected] Facebook page :- https://m.facebook.com/Only-for-commerce-student-366734273750227/ Unaccademy download link :- https://unacademy.app.link/bfElTw3WcS Unaccademy profile link :- https://unacademy.com/user/chanchalb1996 Telegram link :- https://t.me/joinchat/AAAAAEu9rP9ahCScbT_mMA
Views: 7602 study with chanchal
Group Influences on Consumer Behavior
This video helps you understand various types of groups and how they influence the consumption and buying behaviors of consumers.
Views: 788 Rajesh Dorbala
Key Factors That Influence the Buying Decisions of Consumers
Different consumers seem to take different buying decisions. Our purchase decisions and choices are influenced by a number of cultural and social factors. They are based on our priorities and needs. Also, marketing strategies affect consumer behavior. Buying tendencies differ from one consumer to another depending on their age, gender, country, culture and personalities. This video helps you understand the factors that define buying decisions of consumers. For more on this, visit: http://www.buzzle.com/articles/4factors-that-influence-buying-decisions-of-consumers.html
Views: 40798 Buzzle
MKT201 - Reference Groups - Consumer Behaviour
This is a assignment for the Charles Darwin University. Subject Marketing - Consumer Behaviour.
Views: 3373 Chrissy CY
Social Influence: Crash Course Psychology #38
Want more videos about psychology every Monday and Thursday? Check out our sister channel SciShow Psych at https://www.youtube.com/scishowpsych! *** Why do people sometimes do bad things just because someone else told them to? And what does the term Groupthink mean? In today's episode of Crash Course Psychology, Hank talks about the ideas of Social Influence and how it can affect our decisions to act or to not act. If you are currently in need of help: http://www.mentalhealth.gov/get-help/ -- Table of Contents: Milgram Experiment 0:31 Automatic Mimicry 3:29 Solomon Asch 4:08 Normative Social Influence 5:31 Social Facilitation 5:59 Social Loafing 6:19 Deindividuation, Group Polarization, & Groupthink 6:50 -- Want to find Crash Course elsewhere on the internet? Facebook - http://www.facebook.com/YouTubeCrashCourse Twitter - http://www.twitter.com/TheCrashCourse Tumblr - http://thecrashcourse.tumblr.com Support CrashCourse on Subbable: http://subbable.com/crashcourse
Views: 1413611 CrashCourse
Factors influencing behaviour
An overview of the main factors influencing consumer behaviour. Contribute subtitles: http://www.youtube.com/timedtext_video?ref=share&v=2gIWSW8ikNA
Views: 12519 Open Up Upatras
Reference groups and consumer behaviour
Lecture 4 of MK510 Customer Behaviour, which deals with Refrence groups
Views: 4023 Steven D'Alessandro
Reference Groups and Opinion Leaders - ADV1679 - Ch 11
Reference Groups and Opinion Leaders
Views: 264 Thom Kearney
Market Sensing: Consumer Behavior Influences
Discusses situational, pscyhological, and sociocultural influences on the consumer decision making process such as physical and social surroundings, time, purchase reason, mood, perception, motives, learning, attitudes, personality, lifestyles, roles, family influence, reference groups, social class, and culture and subculture. Table of Contents: 00:15 - Influences on Consumer Decision Making Process 01:16 - Situational Influences: 03:22 - Psychological Influences 04:58 - Selective Perception Illustrated? http://smartdatacollective.com/mithunsridharan/184581/how-big-data-could-facilitate-selective-perception-marketing 07:57 - Motivation http://www.simplypsychology.org/maslow.html 11:29 - Psychological Influences 16:26 - Influences on Consumer Decision Making Process 16:50 - Sociocultural Influences 22:01 - Influences on Consumer Decision Making Process
Views: 74467 Karen Gore
How reference group effects the consumer behaviour.
The video shows how the reference group affects consumer behaviour.
Social Groups: Crash Course Sociology #16
How do the groups that you're part of affect you? How do you, in turn, affect those groups? Today we are talking about how people in society come together with a look at social groups. We’ll look at what social groups are, the different kinds of groups that exist, group dynamics, leadership, conformity, networks and more! Crash Course is made with Adobe Creative Cloud. Get a free trial here: https://www.adobe.com/creativecloud.html *** Crash Course is on Patreon! You can support us directly by signing up at http://www.patreon.com/crashcourse Thanks to the following Patrons for their generous monthly contributions that help keep Crash Course free for everyone forever: Mark, Les Aker, Bob Kunz, mark austin, William McGraw, Jeffrey Thompson, Ruth Perez, Jason A Saslow, Shawn Arnold, Eric Prestemon, Malcolm Callis, Steve Marshall, Advait Shinde, Rachel Bright, Khaled El Shalakany, Sam Hickman, Ian Dundore, Asif Ahmed, Tim Curwick, Ken Penttinen, Dominic Dos Santos, Caleb Weeks, Frantic Gonzalez, Kathrin Janßen, Nathan Taylor, Yana Leonor, Andrei Krishkevich, Brian Thomas Gossett, Chris Peters, Kathy & Tim Philip, Mayumi Maeda, Eric Kitchen, SR Foxley, Tom Trval, Andrea Bareis, Moritz Schmidt, Jessica Wode, Daniel Baulig, Jirat -- Want to find Crash Course elsewhere on the internet? Facebook - http://www.facebook.com/YouTubeCrashCourse Twitter - http://www.twitter.com/TheCrashCourse Tumblr - http://thecrashcourse.tumblr.com Support Crash Course on Patreon: http://patreon.com/crashcourse CC Kids: http://www.youtube.com/crashcoursekids
Views: 190141 CrashCourse
Influencing Factors in Group Communication
Influencing factors in group communication
Views: 291 JonBaezH
Reference Group and Family Influence
This is discussion with students on topic of Reference group and family influence
Views: 55 Ajay bhagasra
Impact of culture on consumer buying behaviour
culture & consumer buying behaviour
Views: 18104 riti nayyar
reference group : Consumer Behaior Presenting to Prof. Sarunyapong
นายสมภพ ภุมมาลา เลขที่ 70 section 3251 ID 1530209590 เรื่อง : reference group
Views: 283 Somphop Poommala
Mod-12 Lec-32 Consumer Groups and Reference Groups
Consumer Behaviour by Dr. Sangeeta Sahney, Department of Management, IIT Kharagpur. For more details on NPTEL visit http://nptel.iitm.ac.in
Views: 1879 nptelhrd
How Does Your Group Affect Your Behaviour? Understanding Group Relations, with Dr. Lequay
In this episode of 'The Knowledge Series', Organisational Psychologist, Dr. Keith Lequay discusses the ways in which individuals behave in groups, the many factors that influence group behaviours, and how those behaviours contribute to wellbeing, identity formation and the achievement of mutual goals.
Views: 245 MindQuility Limited
Marketing Management in hindi urdu - personal factors of consumer behaviour lecture 14
welcome to aasaanhaina.com. Dear viewers this site provide free education video.
Views: 4640 Aasaan Haina
How do you rate in the 6 factors of influence?
http://www.melaclaro.com/2012/05/20/6-factors-influence-persuasion/ During my panel session at the Orange County Social Media Summit on May 18, 2012, I shared some thoughts with the audience about social influence. I was responding to a question about what tools those of us on the panel might recommend for filtering relevant content in the stream of information — and noise — that scrolls by in our various online networks. For my part, rather than chime in with yet another software recommendation, I wanted to suggest a more human-centric filter. Specifically, you and me. My point in my response on the panel was to suggest that we (i.e., the audience, you, me) can very well be a filter of information for each other--but we have to also evaluate each other's trustworthiness in living up to 6 important factors contributing to influence or persuasion. When you consider the volume of information that you and I wade through every day, it's hard to fathom how it would be possible to verify the reliability of much of that information on our own. My suggestion? We can't. And that's why I have to rely on your ability to influence me with information you filter for me. (And, me -- you.) RELATED REFERENCES o You can read more about my thoughts on this at this post... http://www.melaclaro.com/2012/05/20/6-factors-influence-persuasion/ o The OC Summit's hosts at Saddleback church were kind enough to post a replay video of the day's sessions. It's free here: http://www.saddleback.com/webcast/ocsocialmediasummit/ o In a different video but on a related topic, I talk a bit more about psychological factors of influence. This presentation was to a group of about 100 folks at a session I hosted called: "Beyond YouTube 101: Eight Factors to Juice Your Viewer-Influence" http://youtu.be/rzkWl6aJX9s
Views: 281 Mel Aclaro
Losses and Gains of working in groups | Sociology | Chegg Tutors
The social impact theory suggests that the total impact of other people on an individual depends on three characteristics of the observers, or the sources of influence. One, as the number of observers increases, so does their impact. If there are more observers, there is more pressure on the person being observed. The statuses and ages of the observers and their relationships to the observed, also has an impact. For example, if the observers are made up of a group of professors, performance might improve. The immediacy of the audience may also impact the group. Whether the performance is via video, through a mirrored glass, or face to face, the impact on the individual might differ. A researcher named Latane’ believed that the social impact theory can help explain why the presence of others sometimes lead to social facilitation and other times to Losses and Gains of working in groups. In Losses and Gains of working in groups situations, each individual is only one of several targets of forces coming from outside the group. In social facilitation, the individual is the sole target of influence from an audience or from co-workers. Group settings also tend to develop group polarization. This is a group-produced enhancement of members’ preexisting tendencies. Group polarization refers to the tendency for a group to make decisions that are more extreme than the initial inclination of its members. ---------- Sociology tutoring on Chegg Tutors Learn about Sociology terms like Losses and Gains of working in groups on Chegg Tutors. Work with live, online Sociology tutors like Michelle V. who can help you at any moment, whether at 2pm or 2am. Liked the video tutorial? Schedule lessons on-demand or schedule weekly tutoring in advance with tutors like Michelle V. Visit https://www.chegg.com/tutors/Sociology-online-tutoring/?utm_source=youtube&utm_medium=video&utm_content=managed&utm_campaign=videotutorials ---------- About Michelle V., Sociology tutor on Chegg Tutors: Northeastern University, Class of 2018 Psychology with a Behavioral neuroscience minor major Subjects tutored: Resume Writing, SAT II Mathematics Level 1, Psychology, PSAT, English, Writing, AP, ACT, Music (General), Cognitive Science, Algebra, Basic Math, Spanish, Russian, SSAT (writing), Literature, Study Skills, Biology, SAT (writing), English as a Second Language, SAT (math), Sociology, Pre-Algebra, Art (General), and Pre-Calculus TEACHING EXPERIENCE While I am most definitely still a student, I've had a lot of experiences that I'd love to use to help anyone who needs it. In the past, I've best helped students with writing, editing, and brainstorming their essays, solving math problems, and studying for their various standardized tests. I'm patient, and eager to help, but I won't hand you a result :). Rather, I'll work with you, because I think the process of reaching an answer is super important, and it'll help you know what to do in the future when the same problem arises. EXTRACURRICULAR INTERESTS I'm an enthusiastic creative student, who writes music and poetry as often as inspiration creeps by. I study hard, and recently, the library has become my second home. I'm majoring in Psychology with a minor in Behavioral Neuroscience. I'm about to start working as a laboratory assistant in one of the research labs on campus, finding conclusions to questions my professors choose to ask. I'm so excited to learn more every semester, and truly grasp what it means to have a profession where stranger's disasters are put in your hands to "fix". Thanks for stopping by :)- Michelle Want to book a private lesson with Michelle V.? Message Michelle V. at https://www.chegg.com/tutors/online-tutors/Michelle-V-2608293/?utm_source=youtube&utm_medium=video&utm_content=managed&utm_campaign=videotutorials ---------- Like what you see? Subscribe to Chegg's Youtube Channel: http://bit.ly/1PwMn3k ---------- Visit Chegg.com for purchasing or renting textbooks, getting homework help, finding an online tutor, applying for scholarships and internships, discovering colleges, and more! https://chegg.com ---------- Want more from Chegg? Follow Chegg on social media: http://instagram.com/chegg http://facebook.com/chegg http://twitter.com/chegg
Views: 203 Chegg
Factors influencing consumer Behaviour (B.Com.)
Dr. Sakshi Arora, Biyani Girls college, Jaipur, explains about Factors influencing consumer Behaviour which plays an important role in market. It is the study of how individuals make decisions to spend their available resources. It is the study of what, why, when, where, how and how often they use it. Various factors are internal influences and external influences i.e. Perception, learning, personality, culture, subculture, social class, family and reference group etc. www.gurukpo.com, www.biyanicolleges.org
Views: 9359 Guru Kpo
Tourism and Hospitality Marketing_ Reference Groups (2)
This is about one of 7 factors that can affect Customer Behavior: Reference Groups.
Views: 19 Brave
IDS 3332, Module 5p3b, How Consumers Make Choices, External Factors
This presentation looks at the last three external forces influencing consumer choice; social class, reference groups, friends and family.
Views: 218 FGCUprof
Social influences | Individuals and Society | MCAT | Khan Academy
Created by Shreena Desai. Watch the next lesson: https://www.khanacademy.org/test-prep/mcat/individuals-and-society/self-identity/v/george-herbert-mead-the-i-and-the-me?utm_source=YT&utm_medium=Desc&utm_campaign=mcat Missed the previous lesson? https://www.khanacademy.org/test-prep/mcat/individuals-and-society/self-identity/v/kohlberg-moral-development?utm_source=YT&utm_medium=Desc&utm_campaign=mcat MCAT on Khan Academy: Go ahead and practice some passage-based questions! About Khan Academy: Khan Academy offers practice exercises, instructional videos, and a personalized learning dashboard that empower learners to study at their own pace in and outside of the classroom. We tackle math, science, computer programming, history, art history, economics, and more. Our math missions guide learners from kindergarten to calculus using state-of-the-art, adaptive technology that identifies strengths and learning gaps. We've also partnered with institutions like NASA, The Museum of Modern Art, The California Academy of Sciences, and MIT to offer specialized content. For free. For everyone. Forever. #YouCanLearnAnything Subscribe to Khan Academy’s MCAT channel: https://www.youtube.com/channel/UCDkK5wqSuwDlJ3_nl3rgdiQ?sub_confirmation=1 Subscribe to Khan Academy: https://www.youtube.com/subscription_center?add_user=khanacademy
Views: 70447 khanacademymedicine
Social Psychology: Social Influence Factors Part III
ETSU Online Programs - http://www.etsu.edu/online Module 4 - Social Psychology: Social Influence Factors (Part III --Authority, Milgram's Shocking Experiment) MOD 04 EP 23
IDS 3332, Module 5 Part 3b - External Factors Influencing Consumption
There are at least six major external factors influencing what you consume: 4) Your social group 5) Your reference group 6) Your family and friends
Views: 112 FGCUprof
Social Influence
Consumer Behavior assignment: Social Influence-- Created using PowToon -- Free sign up at http://www.powtoon.com/youtube/ -- Create animated videos and animated presentations for free. PowToon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume, or anything else you could use an animated explainer video. PowToon's animation templates help you create animated presentations and animated explainer videos from scratch. Anyone can produce awesome animations quickly with PowToon, without the cost or hassle other professional animation services require.
Explain the role of reference groups in group dynamics and their effect on buying behaviour of buyer
Need Answer Sheet of this Question paper Contact us at [email protected] M: 7019944355 Consumer Behaviour 1. Define consumer behaviour. Discuss the broad areas of its application in marketing. 2. Discuss the concepts of demographics, psycho graphics and life style. Explain the approaches to study life style. 3. Describe the stages in the perceptual process and discuss various senses that determines how we respond to products. 4. How learning differs from other forms of communication? Distinguish between the instrumental learning and the classical learning approaches. 5. Explain the role of reference groups in group dynamics and their effect on buying behaviour of buyers. 6. Discuss the factors which are influencing the consumer decision-making process. How nature of the family influences that operate on the purchase behaviour? 7. Explain the various issues in problem recognition. Distinguish factors and compulsions forcing a choice between internal and external search. 8. How the purchase stage is completed in the buying process? Also explain the buyers complaint behaviour and the marketers response. 9. How does the micro-economic model explain the decision process of a consumer? What are the shortcomings of the model? 10. Describe the nature, scope and areas of application of consumer behaviour models.
Views: 33 Answer Sheet
Consumer behavior and factor influencing consumer behavior
What is consumer behavior and what are the factors influencing consumer behavior
Views: 1651 PANKAJ SUTAR
Individual Determinants of Organisation Behaiour ( Perception)
What Is The Definition Of Social Factors?
These varied behaviors influence the personal preferences of other set jan 13, 2016 social environment consists society, believes & customs. The lecture is about definition examples of social factors & how it affect business environment jan 7, 2016. Few of these factors can be social and cultural forces the impact your organization's services products on society must taken into consideration hi we all live in a so there are many that affect or direct our life style. Sociological factors appears in handbook of research on strategies for local search inside this book jun 9, 2016 translation communicates words and meanings, but also includes culture, social norms even politics. See more feb 25, 2015 social factors affecting business include buying habits, education level, and religion. Googleusercontent search. The society is composed of several individuals that have different preferences and behaviors. Two examples of the impact these factors have on leading companies define social involving allies or confederates; Marked by passed in pleasant companionship with friends associates a sentence living organisms including humans are when they live collectively interacting populations, whether aware it, and interaction is voluntary involuntary[hide]2 definition4 socialism6 see also8 external links influencing consumer behavior. This revision bite looks at the social and environmental issues of food production. Html url? Q webcache. Some important social factors are 1. This includes feedback, splitting into smaller groups and unresolved conf social factors are things that affect lifestyle, such as religion, wealth or family. Readily comparable cross national data are not available on all relevant factors. What is social factor? Definition and meaning businessdictionary what the definition of factors? Youtube. These factors are called social. The marketing department of a business needs to take into account the various social factors characteristic consumer groups it is targeting help increase product's appeal those potential buyers jun 15, 2017. Find more terms and definitions using our dictionary search. For example, racial and ethnic disparities are important to health, but data phenomena of a society that can affect or be affected by its interactions relationships. Bbc gcse bitesize social factors. Marketing what are social factors? Definition of geography in english by. All the things which affect operations of a firm are known as marketing environment. Some important social factors include religion, ethnicity, family, physical status, economic education, location, cross country comparisons of can be difficult because differences in measurement, as well the meaning a given factor different settings. Social factors what is social factor? Definition and meaning businessdictionary definition factor. Locality(where you live,type of definition social geography the study people and their environment with particular emphasis on factors What is factor? De
Views: 338 Lanora Hurn Tipz
Why is Consumer Behavior Important in the Marketing Process Framework    IE Business School   Course
How do you make decisions overall when you are deciding on purchasing a product? Then as we go into the marketing research fundamentals we talk about the basic ideas and then we'll go into how you collect your data and analyze your data. So I'm sure you're going to have a nice experience. There's a lot of things which I'll talk about but I'm very hopeful that you are going to enjoy the entire mode. Thanks a lot and see you in the upcoming videos. [MUSIC] Welcome to the Marketing Specialization MOOC being offered by IE Business School. So let us just dig immediately into why do we study even consumer behavior? If we look at the marketing decision process which has mainly three components, first is identifying the market opportunities. Second one is setting the strategy, and the third one is setting the marketing mix. If you look at the three steps, the first step which is the identify marketing opportunities. Consumer behavior immediately comes at this stage because this is where the company tries to look at who are your customers, what is the company internally looking like, and what is the competition? Immediately afterwards when you talk about the marketing research part, that actually looks into these three aspects much more deeply. So why do we even study consumer behavior? So consumer behavior by definition is all the psychological and behavioral aspects of the consumer's decision making process, be it individual or be it group level. All the stages which consumers go through, starting from looking at the need of the consumers. What are the different information available? How do consumers go through identifying the different characteristics of the product, then making the purchase, using the product and eventually going ahead to evaluate the product. Of course, if he likes the product, he might recommend it to somebody else. This is all encompassed in the consumer behavior process. Why do we even study consumer behavior? For the simple reason that marketers need to know who these consumers are in order to satisfy their needs, while at the same time, as a marketer, you're objective should be to maximize your profitability. In the consumer behavior process, usually what we should be very careful about is what are the different factors which influence consumers behavior. There can be some factors which are more internal, but as there are some factors which are more external. What can be potential internal factors in consumer behavior? So the basic importance of learning consumer behavior is that you have to understand what are the factors which influence consumer behavior. The first factor, the factors are more internal but as we have another set of factors which are more external. What are the potential internal factors? Something like the personality of the consumer, how the person is. Is he risk taking, or is he risk averse? What kind of lifestyle does the consumer have? Is he from an affluent family, or is he relatively poor? Another thing which influences consumers' behavior is the age of the consumer, or maybe even the gender of the consumer. What kind of products men will buy versus what kind of products do women buy? Older people might be buying very different set of products than younger people. So essentially, these are the different factors which have to be taken into consideration when understanding consumer behavior. Now let's look into the external factors. What are the different external factors which we should consider? One of them is reference groups. So as consumers we often talk to our friends which is possibly a reference group. We look at other consumers with their reviews, understand their expert opinion and these are also reference groups. Second external factor is your family. Have the product been bought by one of the members of your family, your parents, your brothers, your nieces or nephews and so on. That also introduced your behavior. The third external factor is culture. Of course, as we all know, different cultures have different purchasing patterns. A western culture would be buying very different products than an eastern culture. In terms of pure inclination towards different products, that also differs across countries and across cultures. And finally, we have to remember, when studying customer behavior, one of the most important external factor is the situation of the economy. When there is a regular economy without any economic fluctuations, of course consumers have more disposable income. So they will buy better products. Buy more, which is good for the company. But under recessions or economic downturns consumers will be less willing to buy products that frequently, they might be buying more of the frequently purchased products like your food products, milk, eggs and so on.
family decision making
-- Created using PowToon -- Free sign up at http://www.powtoon.com/join -- Create animated videos and animated presentations for free. PowToon is a free tool that allows you to develop cool animated clips and animated presentations for your website, office meeting, sales pitch, nonprofit fundraiser, product launch, video resume, or anything else you could use an animated explainer video. PowToon's animation templates help you create animated presentations and animated explainer videos from scratch. Anyone can produce awesome animations quickly with PowToon, without the cost or hassle other professional animation services require.
Views: 4457 Fatin Syakilla
The Mandela Effect: A Critical Analysis
The Mandela Effect is when a large group of people misremember the same experience. However, many claim misremembrance is an insufficient explanation and choose to invoke the paranormal. In this video, I carefully analyze a number of popular Mandela Effect examples in an effort to determine if this paranormal invocation is truly necessary. Video MRI scans by MRI215: https://www.youtube.com/user/mri215 Patreon: https://www.patreon.com/lemmino Subreddit: https://www.reddit.com/r/lemmino Twitter: https://www.twitter.com/lemmin0 Facebook: https://www.fb.com/lemmin0 Discord: https://www.lemmi.no/discord [Music] Bruce Zimmerman - Film Noir https://www.audioblocks.com/stock-audio/film-noir-91110.html [References] https://www.lemmi.no/post/the-mandela-effect#refs
Views: 1995225 LEMMiNO
In Our Tribe We Trust
https://kevindelaplante.com/in-our-tribe-we-trust This is the third in my series of sketchbook videos exploring the theme of Critical Thinking and Tribalism. In this video I discuss the relationship between tribal psychology and trust. What factors determine who we trust to provide reliable information about issues like climate change, gun control, and other issues of the day? More specifically, this episode is a deep dive into the psychology of risk perception. I look at two important forms of "motivated reasoning", AFFECT BIAS and CULTURAL COGNITION, and discuss how these influence how we make judgments about the risks and benefits of various social policies. This video makes heavy use of ongoing research spearheaded by Dan Kahan and his colleagues out of the Cultural Cognition Project. All errors are my own! See the links below. ____________ Blog Post with Links and References: https://kevindelaplante.com/in-our-tribe-we-trust Kevin's Patreon page: https://kevindelaplante.com/patreon Kevin's Argument Ninja podcast: https://kevindelaplante.com/itunes Dan Kahan's Cultural Cognition research website: http://culturalcognition.net Previous Tribalism and Critical Thinking Videos: 1. The Dangers of Tribalism - https://youtu.be/7y-b7f6CK2M 2. Our Tribal Intelligence - https://youtu.be/f3ZRFemh_7M Facebook: https://facebook.com/CriticalThinkerAcademy Twitter: https://twitter.com/kevindelaplante
Views: 3171 Kevin deLaplante
What is OPINION LEADERSHIP? What does OPINION LEADERSHIP mean? OPINION LEADERSHIP meaning - OPINION LEADERSHIP definition - OPINION LEADERSHIP explanation. Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Opinion leadership is leadership by an active media user who interprets the meaning of media messages or content for lower-end media users. Typically the opinion leader is held in high esteem by those who accept his or her opinions. Opinion leadership comes from the theory of two-step flow of communication propounded by Paul Lazarsfeld and Elihu Katz. Significant developers of the theory have been Robert K. Merton, C. Wright Mills and Bernard Berelson. This theory is one of several models that try to explain the diffusion of innovations, ideas, or commercial products. Merton distinguishes two types of opinion leadership: monomorphic and polymorphic. Typically, opinion leadership is viewed as a monomorphic, domain-specific measure of individual differences, that is, a person that is an opinion leader in one field may be a follower in another field. An example of a monomorphic opinion leader in the field of computer technology, might be a neighborhood computer service technician. The technician has access to far more information on this topic than the average consumer and has the requisite background to understand the information, though the same person might be a follower at another field (for example sports) and ask others for advice. In contrast, polymorphic opinion leaders are able to influence others in a broad range of domains. Variants of polymorphic opinion leadership include market mavenism, personality strength and generalized opinion leadership. So far, there is little consensus as to the degree these concept operationalize the same or simply related constructs. In his article "The Two Step Flow of Communication" by Elihu Katz, he found opinion leaders to have more influence on people's opinions, actions, and behaviors than the media. Opinion leaders are seen to have more influence than the media for a number of reasons. Opinion leaders are seen as trustworthy and non-purposive. People do not feel they are being tricked into thinking a certain way about something from someone they know. However, the media can be seen as forcing a concept on the public and therefore less influential. While the media can act as a reinforcing agent, opinion leaders have a more changing or determining role in an individual's opinion or action. In his article, Elihu Katz answers the question, "Who is an opinion leader?" One or more of these factors make noteworthy opinion leaders: 1. expression of values; 2. professional competence: and 3. nature of their social network. Opinion leaders are individuals who obtain more media coverage than others and are especially educated on a certain issue. They seek the acceptance of others and are especially motivated to enhance their social status. In the jargon of public relations, they are called thought leaders. In a strategic attempt to engage the public in environmental issues and his nonprofit, The Climate Project, Al Gore used the concept of opinion leaders. Gore found opinion leaders by recruiting individuals who were educated on environmental issues and saw themselves as influential in their community and amongst their friends and family. From there, he trained the opinion leaders on the information he wanted them to spread and enabled them to influence their communities. By using opinion leaders, Gore was able to educate and influence many Americans to take notice of climate change and change their actions.
Views: 3430 The Audiopedia

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