Final answer:
In the context of consumer purchases and marketing, opinion leadership and word-of-mouth communication are key forms of personal influence. These aspects can sway purchasing decisions, and marketers must understand and utilize these forces alongside the media's role in shaping consumer behavior.
Step-by-step explanation:
Consumers' purchases are often influenced by the views, opinions, or behaviors of others, important to marketers being opinion leadership and word-of-mouth communication. The missing term in this context is word-of-mouth communication, which is a significant form of personal influence alongside opinion leadership that can affect purchasing decisions. Opinion leaders may range from public figures such as politicians and celebrities to peers and family members. They have the ability to sway opinions on products and services, which is crucial to marketers for crafting marketing strategies that leverage these influential voices.
The role of the media is also a powerful force in shaping consumer behavior. Not only does the media help establish what people think about, but it can also lead to attitudinal changes through advertising and the framing of stories, particularly on topics that individuals have minimal personal experience with. Understanding the forces that drive consumer behavior, including opinion leaders and word-of-mouth recommendations, is essential for marketers to effectively reach and persuade their target audience.