ERIC Number: ED070955
Record Type: Non-Journal
Publication Date: 1972-Apr
Reference Count: N/A
Opinion Leadership in Family Living among Low Income Homemakers in the Expanded Nutrition Program in Ohio. Research Series in Agricultural Education.
Steele, Doris H.; Cunningham, Clarence J.
To identify selected personal and social characteristics of those from whom low-income homemakers sought advice and information in family living, data were gathered from 131 homemakers who were enrolled in the Expanded Food and Nutrition Program in Cincinnati, Ohio, and from 30 opinion leaders who were identified by the homemakers. A descriptive survey utilizing individual interview techniques was the main procedure used in gathering data, and a few mailed questionnaires were used to obtain information from the opinion leaders. The opinion leaders were those who were named by two or more homemakers as persons from whom they would seek advice and information, based on 10 different hypothetical situations. A self-designation technique of identifying opinion leaders was also utilized, allowing both homemakers and opinion leaders to score themselves on a 0-6 scale. Specific conclusions reached were as follows: (1) There was no significant difference between the ages of the homemakers and the opinion leaders; (2) Opinion leaders had achieved a higher educational level; (3) Opinion leaders had a significantly higher income than the homemakers; (4) Magazines and radio were utilized by more opinion leaders than homemakers, but television and newspapers were utilized similarly by both groups; (5) Relatives were used more often by the homemakers as a personal source of information; and (6) Opinion leaders had a higher socioeconomic level than the homemakers. Recommendations are made, and a bibliography is provided. (DB)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Ohio State Univ., Columbus. Dept. of Agricultural Education.
Identifiers - Location: Ohio