Problem
1. Identify a set of avoidance groups for your peers. Can you identify any consumption decisions that are made with these groups in mind?
2. Identify fashion opinion leaders at your university or business school. Do they fit the profile discussed in the chapter?
3. Conduct a sociometric analysis within your hall of residence or neighbourhood. For a product category such as music or cars, ask each individual to identify other individuals with whom they share information. Systematically trace all of these avenues of communication, and identify opinion leaders by locating individuals who are repeatedly named as providing helpful information.
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.