Theory stating that the nonpersonal marketing message is really passed on to an opinion leader who then passes it on to the individual consumer. Believers in this theory attempt to base their marketing strategy on identifying opinion leaders and communicating their marketing message to them. See also communication channels.
Two-step flow of communication
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The two-step flow model was first introduced by Paul Lazarsfeld and Elihu Katz. Unlike the hypodermic needle model which considers mass media effects to be direct, the two-step flow model stresses human agency.
According to Lazarsfeld and Katz, mass media information is channeled to the "masses" through opinion leadership. The people with most access to media, and having a more literate understanding of media content, explain and diffuse the content to others.
Two-step flow model laid the foundation for diffusion of innovations.
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 | communication channels (in marketing) |
| Paul F. Lazarsfeld |
| Opinion leadership |
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 | Marketing Dictionary. Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved. Read more |
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