ITPEC IP April 2023 Question 82
ITPEC IP April 2023 — Question 82 of 100
An opinion leader adopts a new product relatively early and actively communicates information and evaluations to other consumers. Because friends and acquaintances regard this person as knowledgeable or credible, the opinion leader influences their awareness and purchasing decisions. Option (d) contains both early adoption and information transmission.
Answer (d)
Why not others:
- (a) waits until the product is already popular, so it does not describe early influence
- (b) describes a consumer who follows others' opinions rather than leading them
- (c) describes eagerness to buy early, but does not include influencing others through communication
Key rule: An opinion leader is not merely an early buyer; the defining feature is influence on other consumers through trusted communication.
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