In complex markets characterized by abundant choice, many people assume the roles of opinion leaders and opinion seekers. Understanding people who gravitate toward these roles is a priority for consumer psychologists, because the effectiveness of large-scale persuasion often depends on word-of-mouth or peer-to-peer communication. In this study we tested a model, inspired by prior research, that included self-monitoring, status motivation and belonging motivation as predictors of both opinion leadership and opinion seeking. Self-monitoring was a significant predictor of opinion leadership and status motivation mediated this relationship. Self-monitoring was not a significant predictor of opinion seeking, but belonging motivation was. The study highlights motivations associated with self-monitoring and also suggests that the sociomotivational bases of opinion leadership and opinion seeking differ.Many of today's consumers face a bewildering number of choices. In 2010, American consumers who chose to receive television programming via satellite could choose one of four packages on the Dish Network's web site. The most popular of these packages promised consumers no less than 200 television channels to choose from. In the same year, a search on "tortillas" in Amazon.com's grocery department yielded more than 500 results which included not only dozens of kinds of tortillas but also more tortilla-related products than most people can imagine. The abundance of choice that is available to many consumers is not always satisfying and in some cases may be distressing (Schwartz 2004). It spurs consumers to seek