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There are some roles that do opinion leaders, according to Wells and Prensky there are at least three roles opinion leaders in influencing the process in decision making, there are:

1. Authority Figure
Here opinion leaders act as a conduit of information, advice or personal experiences in order to help satisfy consumer desires. The authority figure includes people who are family, friends and relatives.

2. Trend Setter
Trend Setter is someone who is his/her personal experience followed by others. These consumers have a lifestyle to be emulated, although not matter whether others will or not following his lifestyle. Trend setters in general is someone famous like a movie star or athlete.

3. Local opinion leaders
This is an individual who is in the positive reference group, providing advice and personal experience about which products someone should choose to be accepted in the group. Credibility of an individual based on the fact that they use the product and become part of the group.