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 |  Consumers Eric Arnould,
University of Nebraska
George Zinkhan,
University of Georgia
Linda Price,
University of Nebraska
Interpersonal Influence
Internet Exercises- Mary Kay cosmetics and Tupperware are just two of the many companies that
use personal influence as the main selling strategy for their product lines.
Their independent sales representatives are actually trained to become opinion
leaders. Visit their sites at www.marykay.com
and www.tupperware.com. Evaluate
each site and explain your thoughts on the effectiveness of how these two
sites deal with the "personal influence selling strategy" online.
- The use of interpersonal sources increases as knowledge decreases. Consumers
are motivated to seek out information and the opinions of others when their
own knowledge is limited. Identify a product or service that you have been
thinking about purchasing, but realize that you are not as knowledgeable as
you would like. Find an "online community" where you would be able
to seek additional information and others opinions about this particular product
or service. Print a copy of the home page (and any additional linking pages
where you found information) and report your findings to the class. Has this
interpersonal influence helped you come to any conclusions, and if so, to
what extent?
- In many marketing messages, information is presented by a spokesperson
that is actually an endorser of the product or service. This is usually a
celebrity, an actor, a sports figure, or a media icon. Find three web sites
that use such endorsers. Surf the site and note the influence of the endorser
for the product or service being offered. Do you think the endorser influences
attitudes towards the profession he/she is involved in or attitudes towards
the products he/she is endorsing? Please explain.
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2002 McGraw-Hill Higher Education