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Identifying the energy conscious consumer: The case of the opinion leader |
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| Authors: | Duane L. Davis Ronald S. Rubin |
| Affiliation: | 1. Department of Marketing, University of Central Florida, Orlando, USA |
| Abstract: | The present study was undertaken to identify a demographic and psychographic profile of opinion leaders in an energy related context. The study found significant differences across opinion leadership groupings on the variables of interest. |
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