Opinion Leadership/Reference Groups

by Tara Ussery, Ellen Rose, and Florence Portugal

Opinion leaders are individual whose ideas and behavior serve as a model to others. Opinion leaders communicate messages to a primary group, influencing the attitudes and behavior changes of their followers. A reference group is a group, class, or category of people to which individuals believe they belong. With both theories come good and bad effects on people. Some bad effects include stress, depression, attitude change, behavior change and, in some cases, even anorexia. Some good effects that can follow are positive changes in attitude and behavior, exposure to new life experiences and overall self-improvement.


Interviews
In the interviews we have taken examples of both opinion leaders and a reference group. We asked them a series of questions on the choices they have made in regard to the topic and how it affected them. For opinion leaders we have taken a teacher and president of an organization. In the reference group interviews you will find a pledge of a fraternity.


Opinion Leader Interview with Dr. Jun Ci (Texas State advertising faculty)



Opinion Leader Interview with Diana Ovalle (AdClub President)



Fraternity Pledge Reference Group Interview



Business Applications
In the business world this information is very relevant because it is a part of everyday life that affects consumer behavior. The theory of opinion leaders is useful in that it proves that celebrity endorsements are effective. In any situation where the goal is to persuade opinions, this theory undoubtedly applies. The theory of reference groups is the basis for many tactics in public relations such as press conferences and planned events. Reference groups provide the basis for a second type of persuasion.

 Team "Opinion Leadership/Reference Group"

Ellen Rose, Tara Ussery and Florence Portugal