Final answer:
An individual is most likely to seek an opinion leader when they are highly involved in the purchase and have low product knowledge. In scenarios of highly imperfect information, like buying a used laptop, opinion leaders can help mitigate risk.
Step-by-step explanation:
The likelihood of an individual seeking an opinion leader is highest in situations where there is A. high product/purchase involvement and low product knowledge. This is because opinion leaders are considered to be trustworthy sources of information, and they significantly influence the decision-making process when an individual is highly involved but lacks sufficient knowledge about the product.
When dealing with situations of imperfect information, such as buying a used laptop at a garage sale, individuals might also seek out opinion leaders or expert advice to reduce the risk of making an ill-informed purchase. Notably, when the quality of the product is difficult to ascertain, as with online purchases or with goods where physical inspection is not possible, the degree of imperfect information can be considered relatively high.