Opinion leaders: Is anyone following?

Abstract

This paper describes an attempt to identify respondents whose opinions change earlier than others. The Katz/Lazarsfeld opinion leadership questions were adapted for use in quarterly surveys conducted by telephone with national samples of adults. Between 1975 and 1978, changes were detected in public attitudes toward six government activities. Recent advisors (opinion leaders) changed from 3 to 14 quarters earlier than nonadvisors. Further, recent advisors within each of several demographic groups changed earlier than others in their group. In at least one case, recent advisors among those with a high school education or less changed earlier than college-educated respondents. © 1982 by The Trustees of Columbia University.