Abstract
The notion of peer influence in new product adoption or trial is well accepted. We propose that peer influence may affect repeat behavior as well, though the process and source of influence are likely to differ between trial and repeat. Our analysis of the acceptance of a risky prescription drug by physicians provides three novel findings. First, there is evidence of contagion not only in trial but also in repeat. Second, who is most influential varies across stages. Physicians with high centrality in the discussion and referral network and with high prescription volume are influential in trial but not repeat. In contrast, immediate colleagues, few of whom are nominated as a discussion or referral partner, are influential in both trial and repeat. Third, who is most influenceable also varies across stages. For trial, it is physicians who do not consider themselves to be opinion leaders, whereas for repeat, it is those located towards the middle of the status distribution as measured by network centrality. The pattern of results is consistent with informational social influence reducing risk in trial and normative social influence increasing conformity in repeat.
| Original language | English |
|---|---|
| Pages (from-to) | 408-429 |
| Number of pages | 22 |
| Journal | Marketing Science |
| Volume | 34 |
| Issue number | 3 |
| DOIs | |
| Publication status | Published - 2015 Jan 1 |
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All Science Journal Classification (ASJC) codes
- Business and International Management
- Marketing
Cite this
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Social contagion in new product trial and repeat. / Iyengar, Raghuram; Van den Bulte, Christophe; Lee, Jae Young.
In: Marketing Science, Vol. 34, No. 3, 01.01.2015, p. 408-429.Research output: Contribution to journal › Article
TY - JOUR
T1 - Social contagion in new product trial and repeat
AU - Iyengar, Raghuram
AU - Van den Bulte, Christophe
AU - Lee, Jae Young
PY - 2015/1/1
Y1 - 2015/1/1
N2 - The notion of peer influence in new product adoption or trial is well accepted. We propose that peer influence may affect repeat behavior as well, though the process and source of influence are likely to differ between trial and repeat. Our analysis of the acceptance of a risky prescription drug by physicians provides three novel findings. First, there is evidence of contagion not only in trial but also in repeat. Second, who is most influential varies across stages. Physicians with high centrality in the discussion and referral network and with high prescription volume are influential in trial but not repeat. In contrast, immediate colleagues, few of whom are nominated as a discussion or referral partner, are influential in both trial and repeat. Third, who is most influenceable also varies across stages. For trial, it is physicians who do not consider themselves to be opinion leaders, whereas for repeat, it is those located towards the middle of the status distribution as measured by network centrality. The pattern of results is consistent with informational social influence reducing risk in trial and normative social influence increasing conformity in repeat.
AB - The notion of peer influence in new product adoption or trial is well accepted. We propose that peer influence may affect repeat behavior as well, though the process and source of influence are likely to differ between trial and repeat. Our analysis of the acceptance of a risky prescription drug by physicians provides three novel findings. First, there is evidence of contagion not only in trial but also in repeat. Second, who is most influential varies across stages. Physicians with high centrality in the discussion and referral network and with high prescription volume are influential in trial but not repeat. In contrast, immediate colleagues, few of whom are nominated as a discussion or referral partner, are influential in both trial and repeat. Third, who is most influenceable also varies across stages. For trial, it is physicians who do not consider themselves to be opinion leaders, whereas for repeat, it is those located towards the middle of the status distribution as measured by network centrality. The pattern of results is consistent with informational social influence reducing risk in trial and normative social influence increasing conformity in repeat.
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UR - http://www.scopus.com/inward/citedby.url?scp=84929413750&partnerID=8YFLogxK
U2 - 10.1287/mksc.2014.0888
DO - 10.1287/mksc.2014.0888
M3 - Article
AN - SCOPUS:84929413750
VL - 34
SP - 408
EP - 429
JO - Marketing Science
JF - Marketing Science
SN - 0732-2399
IS - 3
ER -