Question: What is the key difference between reference groups and opinion leaders? Multiple Choice Reference group membership is a six - stage process; opinion leader membership
What is the key difference between reference groups and opinion leaders?
Multiple Choice
Reference group membership is a sixstage process; opinion leader membership requires no membership process.
Opinion leaders are who consumers will compare themselves against; reference groups are who consumers will follow.
Reference groups have an unequal amount of influence on the decisions of others; opinion leaders are categorized as membership, aspirational, and dissociative.
Reference groups are who consumers will compare themselves against; opinion leaders are who consumers will consider experts on a product.
Opinion leaders represent individuals that consumers would like to gmulate; reference groups are considered product knowledge experts.
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