Leaders Are Individuals With Great Authority in Essay

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leaders are individuals with great authority in their field of expertise that masses trust in. These leaders usually have inside information in their business field that most people don't have access to and can offer a pertinent analysis of different situations. Opinion leaders can set trends and can significantly influence masses' beliefs and behaviors.

Marketers use opinion leaders overtly and covertly. Overtly means companies associate themselves with opinion leaders that become companies' and brands' image in order to influence the purchasing behavior and to take advantage of the leader's fans. An example of this type of strategy is when celebrities become spokespersons for different companies, or become their image or ambassador. Covertly means that companies pay opinion leaders to influence masses' behavior through different activities, usually media, but not making the relationship between the company and the opinion leader public (Mattison, 2011). This adds credibility to what the leader is trying to influence on people.

2. The types of buying decision behavior are: complex, dissonance reducing, habitual, and variety seeking buying behavior. The complex behavior takes place when consumer is involved during the purchasing process and is able to identify differences between brands.

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I had complex buying behavior when shopping for a smartphone and I noticed and compared numerous different features between different brands. In the dissonance reducing behavior consumer involvement is significant (Can't et al., 2009). This is the case of highly priced products that are seldom purchased, and with less significant differences between brands. I observed this behavior when looking to get an expensive hairstyle for a special occasion and most salons had the same offer. So I chose one, but after achieving the hairstyle I did not think I made the best purchasing decision.

Habitual buying behavior is characterized by low consumer involvement and reduced differences between brands, usually regarding low priced products. There is no rand loyalty in such cases, and consumers do not require product information. In my case, it's when purchasing printing paper or regular pens. The variety seeking buying behavior is characterized by low consumer involvement and significant differences between brands. In such cases, consumers choose different brands so that they experience the differences. I usually have….....

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