Rural Sociology and Psycology (1+0)

1.5.5.Opinion Leadership

It is the degree to which an individual is able to influence informally the other individuals’ attitudes or overt behaviour in a desired way with relative frequency.

Categories of opinion leaders

Polymorphism It is the degree to which an individual acts as an opinion leader for a variety of topics.

Monomorphism The tendency of an individual to act as an opinion leader for only a single topic.

When a Social systems norms favour change, opinion leaders will become more innovative.