What is the key difference between reference groups and opinion leaders? Multiple Choice 00 Reference groups are who consumers will compare themselves against opinion leaders are who consumers will consider experts on a product b 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 Opinion leaders represent individuals that consumers would like to emulate; reference groups are considered product knowledge experts Reference group membership is a six-stage process, opinion leader membership requires no membership process