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Chapter Outline;Reference Group;Broad Categories of Reference Groups;Three Forms of Reference Group Influence;Indirect Reference Groups;Teens are very influenced by indirect reference groups.;Table 10.1 Selective Factors that Positively Influences Conformity;Relative Reference Groups’ Influence on Purchase Intention;Reference Group Appeals;The common “wo”men;Opinion Leadership;Word of Mouth in Action Figure 15-1;Dynamics of the Opinion Leadership Process;Many not-for-profit organizations that hope to change behavior, count on opinion leaders.;Table 15.6 Profile of Opinion Leaders;Motivations Behind Opinion Leadership;Motivations Behind Opinion Leadership;Measurement of Opinion Leadership;Revised Opinion Leadership Scale;Marketers Seek to Take Control of the Opinion Leadership Process;At Blogwise You Can Find a Blog on Almost Any Topic;Proctor Gamble Uses Tremor to Influence Buzz Marketing;感谢您的观看！
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