ABSTRACT
We want to contribute to a picture of how people make up their minds and, as has been suggested in the previous section, our primary interest is in the role of personal influence in specifiable, decision-making episodes. In the present section, we want to set forth a scheme which will permit us to contrast the frequency and the effectiveness of this kind of influence—stemming from “opinion leaders”—with the frequency and effectiveness of influences stemming from the mass media.
