An opinion leader is seen as more credible source for product information than an advertisement of a product itself because the opinion leader informally influences the actions and attitudes of others due to the fact that they are seen as a person the consumer or opinion seeker can trust. The opinion seeker is seen as an objective individual who will provide information that will reduce search time and perceived risk. The opinion leader is usually the person that has already tried the product and can give first hand information about the positives and negative attributes of a product. The opinion seeker helps the consumer or opinion seeker information that will help in decisions to purchase and the advice or opinions tend to reduce any post-purchase dissonance that they may have. Information from advertisements more influential that word of mouth in circumstances such as advertisement for a new medicine or pill. The advertisements tend to give a long list of side effects while word of mouth or a person’s opinion may be unreliable because individual’s body reacts differently to particular medications so in that instance word-of-mouth will inferior to information in an advertisement. Do you agree with this post? If yes why?