Experts as Negative Opinion Leaders in the Diffusion of a Technological Innovation

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Abstract
In the diffusion of controversial technological innovations, experts influence the rate and extent of acceptance by serving as negative or positive opinion leaders. This study of prosthodontists and their choice of opinion leaders draws data from both national and local samples of professionals to explain the use of nonprecious alloys as a gold substitute in dental restorations. The role of innovation discontinuers is also explored.

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