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Social Networks and New Product Choice

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  • Timothy J. Richards
  • Stephen F. Hamilton
  • William J. Allender

Abstract

To successfully market new products in a social network it is essential to identify influential individuals whose product recommendations influence the consumption choices of their peers. In this study, we use spatial econometric methods to determine how individuals revise their preferences for product attributes when exposed to product recommendations from peers, and how different individuals who vary in their degree of network connectedness exert influence on the product choices of others. We find evidence that consumers look to others for guidance from peers in their preference for subjective, taste-specific parameters, but tend not to respond to peer price choices. Our spatial methods allow us to empirically determine the influence exerted by individual members on the consumption choices of other members of the social network. We find that connected members of the social network are not always the most influential in revising the consumption choices of others. Our estimates reveal that network proximity explains only 8.8% of influence.

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  • Timothy J. Richards & Stephen F. Hamilton & William J. Allender, 2014. "Social Networks and New Product Choice," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 96(2), pages 489-516.
    • Handle: RePEc:oup:ajagec:v:96:y:2014:i:2:p:489-516.
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    File URL: http://hdl.handle.net/10.1093/ajae/aat116
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    9. Bruno Wichmann & Minjie Chen & Wiktor Adamowicz, 2016. "Social Networks and Choice Set Formation in Discrete Choice Models," Econometrics, MDPI, vol. 4(4), pages 1-26, October.
    10. Langer, Melissa & Davidson, Kelly A. & McFadden, Brandon & Messer, Kent D., 2020. "Evaluating the Effects of Peer Information and Social Influence on Food Purchase in Social Settings," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304536, Agricultural and Applied Economics Association.
    11. Emiliano Brancaccio & Raffaele Giammetti & Milena Lopreite & Michelangelo Puliga, 2023. "Convergence in solvency and capital centralization: A B‐VAR analysis for high‐income and euro area countries," Metroeconomica, Wiley Blackwell, vol. 74(1), pages 40-73, February.
    12. Habtamu Tilahun Kassahun & Bo Jellesmark Thorsen & Joffre Swait & Jette Bredahl Jacobsen, 2020. "Social Cooperation in the Context of Integrated Private and Common Land Management," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 75(1), pages 105-136, January.
    13. Bazzani, Claudia & Nayga, Rodolfo M. Jr. & Caputo, Vincenzina & Canavari, Maurizio & Danforth, Diana M., 2016. "On the Use of the BDM Mechanism in Non-Hypothetical Choice Experiments," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235904, Agricultural and Applied Economics Association.
    14. Ozge Dinc‐Cavlak & Ozlem Ozdemir, 2021. "Comparing the willingness to pay through three elicitation mechanisms: An experimental evidence for organic egg product," Agribusiness, John Wiley & Sons, Ltd., vol. 37(4), pages 782-803, October.
    15. Maurizio Canavari & Andreas C. Drichoutis & Jayson L. Lusk & Rodolfo M. Nayga, Jr., 2018. "How to run an experimental auction: A review of recent advances," Working Papers 2018-5, Agricultural University of Athens, Department Of Agricultural Economics.
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