9780282239589 - Patterns of Overlap in Opinion Leadership and Interest for Selected Categories of Purchasing Activity (Classic Reprint) di Montgomery, David Bruce (3 risultati)

PAP. Condizione: New. New Book. Shipped from UK. Established seller since 2000.

PAP. Condizione: New. New Book. Shipped from UK. Established seller since 2000.

Paperback. Condizione: New. Print on Demand. This book analyzes the patterns of opinion leadership and interest in seven categories of purchasing activities, including household work, automobiles, and food preparation. The author investigates whether opinion leadership is generalized across these categories or tends to be specialized or limited to specific areas. Drawing on data from a survey of 931 housewives, the book examines the relationship between interest in these areas and opinion leadership, finding that there is a strong association between the two. The author also explores the concept of multiple-area opinion leadership, comparing the number of persons identified as opinion leaders in two or more categories with the number expected if all categories of opinion leadership were independent of one another. The book concludes that while some "real" amount of overlap in opinion leadership exists beyond that to be expected by chance, opinion leadership is not generalized across all the categories studied. Instead, the author finds that patterns of overlap in opinion leadership appear to parallel the manner in which housewives' interest in these categories cluster together. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book. print-on-demand item.