ABSTRACT
In this chapter, the authors describe the kinds of influences and the types of influential. They focus on the distinguishing characteristics of the individuals who are transmitters of such influences, the 'opinion leaders'. Broadly speaking, the authors have decided to employ three factors in terms of which the members of their sample may be differentiated, and thus which may serve us as frameworks in terms of which the flow of interpersonal influence can be described. These three factors are: position in the “life-cycle”; position on the community’s social and economic ladder; and gregariousness, or the extent of social contacts. Position on the ladder of social and economic status is another factor that may be helpful in describing opinion leaders and the flow of influence. Ultimately, the authors want to see how effective each is for locating concentrations of opinion leaders and for tracing the flow of influence in marketing, fashions, public affairs and movie-going.
