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

Journal of Marketing Research - Tập 4 Số 3 - Trang 291-295 - 1967
Johan Arndt1
1Graduate School of Business, Columbia University;

Tóm tắt

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.

Từ khóa


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10.2307/2785979

10.1016/0021-9681(59)90134-1

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10.2307/2786125

Katz Elihu, 1955, Personal Influence

Riesman David, 1961, The Lonely Crowd

William H. Whyte, 1954, Fortune, 50, 140

Thông tin
Thông tin xuất bản

Journal of Marketing Research

Tập 4 Số 3

291-295

Thông tin tác giả