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7 Cards in this Set
- Front
- Back
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WOM is prod info transmitted by indivs to indivs. Discuss an overview of WOM. (5) |
- More reliable form of marketing - Social pressure to conform - Influences 2/3 of all sales - strong correlation with perf - Powerful when we are unfamiliar with prod category - Rely on WOM in later stages of prod adoption |
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What are the 3 basic themes of negative WOM? |
Injustice Identity Agency |
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Characteristics of Opinion Leaders (5) |
1. Experts
2. Unbiased evaluation 3. Socially active 4. Similar to consumer 5. Among first to buy |
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2-step flow of info |
1. Small grp of infl dissem info cos can modify opinions of large no of ppl 2. infl driven by interaction amongst easily influenced - 2 way dialogue with OL --> "infl network" - Create info cascades |
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How do we find opinion leaders? (2) |
1. Self-designating method 2. Key informant method |
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Self-designated method (3) |
Ask indivs if they consider selves OLs Easy to apply to large grp of potential opinion leaders Inflation / unawareness of own imptnce / infl |
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Key informant method |
key informants identify opinion leaders |
