Is there such a thing as a generalized opinion leader? Why or why not?
Answer to relevant QuestionsList the three stages in the consumption process. Describe the issues that you considered in each of these stages when you made a recent important purchase. Talk to car owners and probe to see what (if any) relationships they have with their vehicles. Do these feelings correspond to the types of consumer/product attachments we discussed in this chapter? How are these ...Describe the difference between a super-ordinate category, a basic level category, and a subordinate category. Find examples of electronic recommendation agents on the Web. Evaluate these—are they helpful? What characteristics of the sites you locate are likely to make you buy products you would not have bought on your own? What is the relationship between an opinion leader and an opinion seeker?
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