Which of the following statements about opinion leaders is true?
A) Opinion leaders are usually wealthier and better educated than others.
B) Opinion leaders on one subject aren't necessarily opinion leaders on another.
C) Firms always aim their marketing mixes at general consumers, not opinion leaders.
D) Favorable publicity from opinion leaders rarely helps a marketing mix.
E) Opinion leaders are the same as reference groups.

Question

Quizplus · Accepted Answer

Opinion leaders can have expertise and influence in a specific area, but not necessarily in others. Option A is not always true as opinion leaders can come from any socioeconomic background. Option C is false as firms do target opinion leaders in some cases. Option D is false as favorable publicity from opinion leaders can greatly benefit a marketing mix. Option E is false as opinion leaders are not the same as reference groups, although they can be a part of them.

Which of the Following Statements About Opinion Leaders Is True