Monomorphic and Polymorphic Leadership.

The theory of Monomorphic and Polymorphic leadership is of an interesting value to marketers. I feel as it is step in the right direction for gaining valuable information on your target market. Similarly, through sociometric research, it is of importance to recognize how social networks and classes interact and influence each other.

Monomorphic leadership lends towards the trust of well established relationships and how respect could result in certain behaviors. Be it; purchasing of a certain brand, or financial decisions, choices are often directed by the opinions leaders share with those seeking counsel. Under Monomorphic leadership, specialists are expected to provide guidance and direction under one specific and specialized arena. If the interaction with the ‘leader’ is positive, the consumer is likely to return to the same specialist for information on, although often loosely, associated topics. It is believed these tendencies arise from Hispanic cultures that have a tightly and centralized form of leadership. Recognizing many of today’s Hispanics come from historically small cities and townships, leaders among the community are easily identifiable and respected. One may deduce that such dependencies have led to the importance of Monomorphic leadership.

Conversely, Polymorphic leadership explains how if an interaction is pleasant, that a bond is created that will lead to the influence of others. Unlike Monomorphic leadership, where counsel is sought after, Polymorphic leadership reflects a model of unsolicited expression and praise for a product or brand. Polymorphic Leadership is widely accepted and is often considered a lack of trust if one’s suggestion is not carried through; in this case all the way to purchase. A common example is when a family member residing outside the country leaves their native land to become a resident of the U.S. The incoming family would unstintingly reach out to their family members already established in the country to receive guidance and direction on how to settle and prosper. Among those requests are inquiries to certain product, food and brands. The family member would simply share their experience, both positive and negative, and extend their brand loyalty to what is essentially a new consumer in the market. That introduction of the product and brand would then carry the same perception.

The implications to marketers are direct; target those in a position to influence others and engage a self propagating sphere of consumer advocates. Hispanics naturally discuss their experiences with others and while it would be unfair to say their easily influenced, they do consider casual conversation a serious form of communication. Because the Hispanic community also tags experiences with delineating emotions, such as good or bad, they gain or lose trust and brand loyalty easily. Marketers may see a strong reward if they are to focus on a strong first impression and rally around a message of need.

Gabriel del Rio
FSU Undergrad Student
FSU Hispanic Marketing Center