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The Influence of Culture on the Impact of Recommendations on Product Adoption: A Cross-Cultural Social Network Study

Author

Listed:
  • House, Lisa
  • Mullady, Joy
  • Lobb, Alexandra E.
  • House, Mark

Abstract

Unlike traditional demographic variables that are based on individual characteristics, social network analysis examines the various relationships between people. The basis of network analysis is to understand how actors are located within a network. Self reported data is collected to describe the degree of the knowledge and trust between each pair of participants in this study. Using methods from graph theory the resulting matrices are analyzed resulting in the assignment of degrees of connection among the participants. This research tests whether social networks can be used to predict food product adoption in a multi-country setting. The goal of this paper is to determine if variables that represent different aspects of group structure can better explain why some participants choose to adopt new food products, while others do not.

Suggested Citation

  • House, Lisa & Mullady, Joy & Lobb, Alexandra E. & House, Mark, 2007. "The Influence of Culture on the Impact of Recommendations on Product Adoption: A Cross-Cultural Social Network Study," 2007 Annual Meeting, July 29-August 1, 2007, Portland, Oregon 9984, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea07:9984
    DOI: 10.22004/ag.econ.9984
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    Cited by:

    1. Muange, Elijah Nzula & Schwarze, Stefan & Qaim, Matin, 2014. "Social networks and farmer exposure to improved cereal varieties in central Tanzania," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182645, European Association of Agricultural Economists.
    2. Muange, Elijah N. & Schwarze, Stefan & Qaim, Matin, 2014. "Social networks and farmer exposure to improved crop varieties in Tanzania," GlobalFood Discussion Papers 183635, Georg-August-Universitaet Goettingen, GlobalFood, Department of Agricultural Economics and Rural Development.

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    Keywords

    Demand and Price Analysis; Marketing;

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