ERIC Number: ED103941
Record Type: Non-Journal
Publication Date: 1974-Nov
Reference Count: N/A
The Selection of Female Opinion Leaders: 30 Years After Decatur.
Richmond, Virginia P.; McCroskey, James C.
Since opinion leadership has been found to be a major factor in interpersonal influence, the ratio between males and females selected as opinion leaders provides a strong indication of the comparative value placed on male and female opinions in a society. The results of the series of studies reported indicate that major changes in opinion leadership patterns have occurred in the 30 years since the classic Decatur study. On most topics, males show no significant preference for one sex over the other in opinion leader selection, but females show a distinct preference for other females. Opinion leadership on political topics was found to be a major exception to this pattern. (Author)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A