Why is an opinion leader a more credible source of product information than an advertisement for the

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Why is an opinion leader a more credible source of product information than an advertisement for the same product? Are there any circumstances in which information from advertisements is likely to be more influential than word-of-mouth?

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Consumer Behavior

ISBN: 978-0135053010

10th edition

Authors: Leon G. Schiffman, Leslie Lazar Kanuk

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Question Posted: Jan 13, 2016 02:52 AM

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Why is an opinion leader a more credible source of product information than an advertisement for the

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Communication with an opinion leader is interpersonal informal and takes place between two or more p...View the full answer

Consumer Behavior

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