2. New products, new customers
As new products tend to be more exciting than
old, familiar products, the authors suggest that
these attitudes influence innovativeness and
opinion leadership.
3. Research
Based on recent research on attitude functions and adoption
of consumer innovations, this research examines the
relationship between the social-identity function,
innovativeness, and opinion leadership, in addition to
expertise and involvement; the two traditional antecedents of
innovativeness and opinion leadership.
4. The customer
It has been proven multiple times that once a celebrity is
selling something rather than either regular advertising, more
customers are more likely to buy a product. A lot of their
fans/followers blindly trust them and their opinions. So if
Beyonce is in an add about MAC makeup her BeeHives will
likely buy some just she said to.
5. Findings of two experimental studies show that Instagram influencers with
high numbers of followers are found more likeable, partly because they are
considered more popular.
Important, only in limited cases, perceptions of popularity induced by the
influencer's number of followers increase the influencer's perceived opinion
leadership. However, if the influencer follows very few accounts him-/herself,
this can negatively impact popular influencers’ likeability.
Also, cooperating with influencers with high numbers of followers might not be
the best marketing choice for promoting divergent products, as this decreases
the brand's perceived uniqueness and consequently brand attitudes.
6. Politics
Fashion advertisements with political content are unique in that they go against the
accepted strategy of advertising. As fashion advertisements with political content
become more prevalent, consumers’ reactions to them become an important subject of
research. A study examines consumers’ attitudes towards fashion advertisements with
political content with respect to fashion and political opinion leadership, political views,
perception of advertisement message and product attitude.
Results showed that attitude towards advertisements with political content was
influenced significantly by the viewer's political views and agreement with the
advertisement message, but not by political opinion leadership. Fashion opinion
leadership influenced product attitude only for advertisements without political content.
The viewers’ advertisement attitudes were carried over to product attitudes regardless
of the presence of political message.
7. Celebs
Lonnie Corant Jaman Shuka Rashid Lynn, better known as
Common, was participated in an ad trying to get more people
on the idea of using artificial intelligence. AI is supposed to
be more healthy to the environment but easy to use by
anyone. Common says AI will help an architect bring history
back to life, help farmers grow more food with fewer
resources, helps a researcher see how the death will be able
to hear.
8. Celebs
According to Common, AI helps everyone in one way or another,
and they and others will be more than satisfied with the results.
Innovation helps people cross lines they never thought they
would be able to cross. The more people that use AI the farther
the economy and people will grow. Common shapes consumer
attitudes on AI technology by promising a better future. If they
switch to AI, the things they struggled with before they wont
have to struggle with it again.
9. Threat
The threat of substitution is high for low involvement purchases because
there are many brands the consumer can select. To the substitution threat, a
marketer wants to avoid out-of-stock situations. Because it is a low
involvement purchase, the emphasis is on reminder advertising. A firm wants
to remind the consumer their brand is still out there. When the consumer
thinks about buying a product they buy routinely, hopefully that firm’s brand
will come to mind.
10. Conclusion
Diferrent types of things can affect a consumers deccision
on whether they are willing to spend money on a product or
not. Politics, social media status, fame, ect. Although the
ultimate decision lies with the customer other factors
definetly help them determine their decision.
