Working Papers

Distinguishing among Mechanisms of Social Contagion in New Product Adoption: Framework and Illustration

Raghuram Iyengar, Christophe Van den Bulte, and Jeonghye Choi

Dec 1, 2011

Develops a framework to distinguish among contagion mechanisms in market settings; applies the framework to distinguish between learning about the product’s benefits and risks (“social learning”) and adherence to norms of proper behavior (“normative influence”).

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