Role of Product-Related Conversations in the Diffusion of a New Product
Journal of Marketing ResearchPublished 1 August 1967
Johan Arndt
Citations1,586
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
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.
Keywords
PsychologyComputer Science
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