Opinion Leaders

Abstract

Opinion leaders are people who can informally influence others to adopt, among other things, healthier behaviors. This entry distinguishes between polymorphic opinion leaders, who are able to influence people on any topic, and monomorphic opinion leaders, who are usually only able to influence people on a particular topic, as well as approaches blending the two types. The need to understand the best way to identify and recruit opinion leaders is discussed in the context of employing them to promote healthy behavior changes.