The adoption process

Continuation

Awareness

Interest

Evaluation

Trial

Purchase/ Adoption

Post purchase evaluation

Evaluation

Rejection

Profile of consumer innovators

‡ ‡ ‡ ‡ ‡ ‡ ‡ ‡ Interest in product category Opinion leader Personality traits Perceived risk and venturesomeness Purchase and consumption characteristics Media habits Social character Demographics

Are there generalized innovators?

Personal influence and opinion leadership

‡ Opinion leadership

Dynamics in opinion leadership process

‡ ‡ ‡ ‡ Credibility Positive and negative information Information and advice OL is category specific

Motivation behind opinion leadership

‡ ‡ ‡ ‡ Needs of opinion leaders Needs of opinion receivers Purchase pals Surrogate buyers Vs opinion leaders

Difference between
‡ opinion leader ‡ surrogate buyers

Measurement of opinion leadership

‡ ‡ ‡ ‡ Self designating method Sociometric method Key informant method Objective method

Profile of opinion leaders

‡ ‡ ‡ ‡ Innovative Willing to talk Confident Gregarious ‡ ‡ ‡ ‡ ‡ ‡ Interest Knowledge S I media exposure Same age Same social status Social exposure

Implications of personal influence and opinion leadership

‡ ‡ ‡ ‡ Identifying and influencing opinion leaders Creating opinion leaders Simulating opinion leaders Stimulating opinion leaders