A consumer's purchases are often influenced by the views, opinions, or behaviors of others.Two aspects of personal influence that are important to marketing __________ and word-of-mouth activity.
A)parental guidance
B)peer pressure
C)opinion leadership
D)government regulation
E)pricing levels

Question

Quizplus · Accepted Answer

Opinion leadership and word-of-mouth activity are both forms of personal influence that can heavily impact a consumer's purchasing decisions. Opinion leaders are individuals who are knowledgeable or influential in a particular field or product category, and their opinions and recommendations can greatly affect the behavior of others. Additionally, word-of-mouth activity, where consumers share their experiences with a product or service with their friends, family, and other acquaintances, can also strongly influence purchasing decisions. Peer pressure can also be a factor in personal influence, but it is not the best choice in this case as it is limited to the influence of one's peers rather than those with specific knowledge or influence in a category. Government regulation and pricing levels may also play a role in purchasing decisions, but they are not related to personal influence.

A Consumer's Purchases Are Often Influenced by the Views, Opinions