Role of Product-Related Conversations in the Diffusion of a New Product-Reference-Cited by-同舟云学术

Role of Product-Related Conversations in the Diffusion of a New Product

Published:1967-08 Issue:3 Volume:4 Page:291-295
ISSN:0022-2437
Container-title:Journal of Marketing Research
language:en
Short-container-title:Journal of Marketing Research

Author:

Arndt Johan¹

Affiliation:

1. Graduate School of Business, Columbia University

Abstract

This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1177/002224376700400308

Reference9 articles.

1. The Diffusion of an Innovation Among Physicians

2. Social processes in physicians' adoption of a new drug

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