Family decision making influences behavior. Individual family members may play a role in any stage of the purchase-decision process. Marketers try to get more than one family member on their side for a purchase. B. Opinion Leaders and Word of Mouth 1. Consumers often seek advice from people who are knowledgeable about the product.
Opinion leaders are people who can influence the attitudes or behaviors of others.
They are frequently among the first to try new goods or services. Opinion leaders are seen as objective and as specialists in a certain product or category. Some marketers develop marketing programs especially for opinion leaders. It is believable because it comes from opinion leaders, family members, and other sources not connected with marketers. C. Reference Groups 1.