Generalized Change Agents and Innovativeness
Open Access
- 1 August 1971
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 8 (3) , 313-316
- https://doi.org/10.1177/002224377100800305
Abstract
This article analyzes the relationship between innovativeness and opinion leadership and the extent and character of generalized innovativeness. The data suggest these relationships vary with product categories of interest.Keywords
This publication has 4 references indexed in Scilit:
- Overlap of Opinion Leadership across Consumer Product CategoriesJournal of Marketing Research, 1970
- Personality Correlates of Opinion Leadership and Innovative Buying BehaviorJournal of Marketing Research, 1969
- Methods of Measuring Opinion LeadershipPublic Opinion Quarterly, 1962
- Group Influences and Agricultural Innovations: Some Tentative Findings and HypothesesAmerican Journal of Sociology, 1956