Alice is a consumer who spreads information about all types of products and services that are available in the marketplace. Her friends seek her advice on just about anything that has to do with shopping for products or services because she seems to know a lot about many different product categories, not just one specific one. Which of the following best describes Alice?
A) product adopter
B) opinion leader
C) market maven
D) surrogate consumer
E) buzz marketer

Question

Quizplus · Accepted Answer

Alice is a market maven, which is someone who has a lot of information about many different product categories and enjoys sharing that information with others. A product adopter is someone who is an early adopter of new products or services, which is not necessarily applicable to Alice's behavior. An opinion leader is someone who has a significant influence on others' opinions and behavior. While Alice may be an opinion leader to her friends, this term does not capture her affinity for sharing information across different product categories. A surrogate consumer is a person hired to make purchasing decisions for others, which is not applicable to Alice's situation. Buzz marketing is a type of marketing that involves creating excitement or "buzz" around a product or service through word-of-mouth or other unconventional marketing techniques, which is not necessarily the main characteristic of Alice's behavior.

Alice Is a Consumer Who Spreads Information About All Types