articleTop 10% cited

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

Journal of Marketing Research · 1967 · Vol. 4(3) · pp. 291–295

Johan Arndt✉(Columbia University)

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.

Advanced Text Analysis Techniques Digital Communication and Language Communication in Education and HealthcareProduct (mathematics)DiffusionNew product developmentBusinessMarketingTerm (time)PsychologyComputer scienceMathematicsPhysics

Citations

1,574

FWCI

4.91

field-weighted impact

References

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95%

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References

Risk Taking and Information Handling in Consumer Behavior

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