Abstract:

This paper presents a short case study of the introduction of a new automobile in a small town. It analyses the characteristics and the role of innovators in the diffusion process. The analyses have shown that innovators with opinion leadership qualities have influenced the people whom they have contacted. This influence, however, is modified in turn by the opinion leadership characteristics of these individuals. Analyses have indicated that communicating with innovators directly and cultivating their opinion leadership function is likely to be more effective advertising policy than somewhat aimless mass communication.