Reference no: EM132108372

Opinion leaders are credible sources of information because they are perceived as objective, they base their product advice on firsthand experience, and they are perceived as motivated by the best interests of the receiver, rather than for personal gain. Word-of-mouth greatly influences consumption behavior of products, which reflect group norms and are highly visible (e.g., clothing), and of products where there is a high perceived risk. Advertising is likely to be more influential than word-of-mouth when consumers are not very involved with the product and when the perceived risk is low. Under such conditions, repetitive exposure to product information, through advertising, is likely to create a distinctive product image and consumer awareness that will cause the consumer to purchase the product. Do you agree with this post? If yes why?