Self-Monitoring,Opinion Leadership and Opinion Seeking: a Sociomotivational Approach |
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Authors: | Paul Rose JongHan Kim |
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Affiliation: | (1) Department of Psychology, Southern Illinois University Edwardsville, Box 1121, Alumni Hall, Edwardsville, IL 62026-1121, USA;(2) Department of Psychology, Coastal Carolina University, Conway, SC, USA |
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Abstract: | In complex markets characterized by abundant choice, many people assume the roles of opinion leaders and opinion seekers. Understanding people who gravitate toward these roles is a priority for consumer psychologists, because the effectiveness of large-scale persuasion often depends on word-of-mouth or peer-to-peer communication. In this study we tested a model, inspired by prior research, that included self-monitoring, status motivation and belonging motivation as predictors of both opinion leadership and opinion seeking. Self-monitoring was a significant predictor of opinion leadership and status motivation mediated this relationship. Self-monitoring was not a significant predictor of opinion seeking, but belonging motivation was. The study highlights motivations associated with self-monitoring and also suggests that the sociomotivational bases of opinion leadership and opinion seeking differ. |
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