Role of Product-Related Conversations in the Diffusion of a New Product
Open Access
- 1 August 1967
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 4 (3) , 291-295
- https://doi.org/10.1177/002224376700400308
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.Keywords
This publication has 3 references indexed in Scilit:
- A Study of Riesman's Theory of Social CharacterSociometry, 1962
- Social processes in physicians' adoption of a new drugJournal of Chronic Diseases, 1959
- The Diffusion of an Innovation Among PhysiciansSociometry, 1957