(2) apply a novel methodological approach to opinion leader and public
data in order to examine what types of opinion leader characteristics may influence behavior,
and how those characteristics may interact with the attitudinal and information variables that
the theories of planned behavior and two-step flow state are necessary for behavior change.
The findings point to important moderating effects that the perceptions and actions of
opinion leaders can have on the influence of individual media use, personal motivation, and awareness.