Problem
1. Discuss some factors that influence whether membership groups will have a significant influence on a person's behaviour.
2. Why is word-of-mouth communication often more persuasive than advertising?
3. Is there such a thing as a generalized opinion leader? What is likely to determine if an opinion leader will be influential with regard to a specific product category?
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.