This study accepted for publication October 22, 1976.
THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND INFORMATION ACQUISITION
Article first published online: 17 MAR 2006
Human Communication Research
Volume 4, Issue 1, pages 38–43, September 1977
How to Cite
RICHMOND, V. P. (1977), THE RELATIONSHIP BETWEEN OPINION LEADERSHIP AND INFORMATION ACQUISITION. Human Communication Research, 4: 38–43. doi: 10.1111/j.1468-2958.1977.tb00594.x
- Issue published online: 17 MAR 2006
- Article first published online: 17 MAR 2006
Previous research has demonstrated that opinion leaders consistently have more information on the topic of their leadership than do non-opinion leaders. This study tested two theoretical explanations for this phenomenon: selectivity in exposure to information, and differential attention to information. The results provide support for both explanations. Opinion leaders were found to acquire more information than non-opinion leaders under conditions of both voluntary and forced exposure to a mediated message. Both opinion leaders and non-opinion leaders acquired more information under forced exposure than under voluntary exposure.