By adding a new dimension, information seeking, to the traditional way of measuring opinion leadership, this article suggests an additional conceptualization of interpersonal communication and influence.
Get full access to this article
View all access options for this article.
References
1.
ArndtJohan. “Word of Mouth Advertising,” in CoxDonald F., ed., Risk Taking and Information Handling in Consumer Behavior.Boston: Graduate School of Business, Harvard University, 1967.
2.
BalesR. F., StrodtbeckR., MillsT., and Rosen-boroughM. E. “Channels of Communication in Small Groups,” American Sociological Review, 16 (December 1951), 463.
3.
BauerRaymond. “The Initiative of the Audience,” Journal of Advertising Research, 3 (June 1963), 2–7.
4.
CoxDonald F. “The Audience as Communicators,” in CoxDonald F., ed., Risk Taking and Information Handling in Consumer Behavior.Boston: Graduate School of Business, Harvard University, 1967, 172–87.
5.
KatzElihu and LazarsfeldPaul F.Personal Influence.New York: The Free Press, 1955.
6.
KingCharles W. and SummersJohn O. “Dynamics of Interpersonal Communication: The Interaction Dyad,” in CoxDonald F., ed., Risk Taking and Information Handling in Consumer Behavior.Boston: Graduate School of Business, Harvard University, 1967, 240–64.
7.
KingCharles W. “Overlap of Opinion Leadership across Consumer Product Categories,” Journal of Marketing Research, 7 (February 1970), 43–50.
8.
MertonRobert K.Social Theory and Social Structure.New York: The Free Press, 1957.
9.
NewcombTheodore M., TurnerRalph H., and ConversePhillip E.Social Psychology: The Study of Human Interaction.New York: Holt, Rinehart and Winston, 1965.
10.
NicosiaFrancesco M. “Opinion Leadership and the Flow of Communications: Some Problems and Prospects,” Proceedings. Fall Conference, American Marketing Association, 1964, 340–58.
11.
PessemierE. A. and TigertD. J. “Personality, Activity and Attitude Predictors of Consumer Behavior,” Proceedings. World Congress, American Marketing Association, 1966, 332–47.
12.
RobertsonThomas S. “The Effect of the Informal Group Upon Member Innovative Behavior,” Proceedings. Fall Conference, American Marketing Association, 1968, 334–40.
RogersEverett M. and CartanoDavid G. “Methods of Measuring Opinion Leadership,” Public Opinion Quarterly, 26 (Fall 1962), 435–41.
15.
SummersJohn O. “The Identity of Women's Clothing Fashion Opinion Leaders,” Journal of Marketing Research, 7 (May 1970), 178–85.
16.
SummersJohn O. and KingCharles W. “Opinion Leadership and New Product Adoption,” Paper No. 243, Institute for Research in the Behavioral, Economic, and Management Sciences, Purdue University, 1969.
17.
WellsWilliam D. “Activities, Interests, and Opinions,” unpublished paper, University of Chicago, 1969.
18.
WilsonClark L. “Homemaker Living Patterns and Marketplace Behavior—A Psychometric Approach,” Proceedings. World Congress, American Marketing Association, 1966, 305–31.
