"Opinion Receiver/Seekers request for information because of the following reasons: - Opinion Receivers/Seekers gather information so that they can make the right purchase decision - They obtain information about new-product or new-usage. - It reduces the physical and cognitive effort that the Opinion Receivers/Seekers has to take to gather information, evaluate alternatives and take the right decision. - Product knowledge and advice reduces the level of uncertainty associated with a purchase. - They prefer word-of-mouth communication over other marketing communication. - People also turn to Opinion Leaders so as to confirm their purchase decisions. Source: http://in.docsity.com/en-docs/Opinion_Leadership_-_Consumer_Behavior_-_Solved_Quiz_"
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