Front cover image for Role of Product-Related Conversations in the Diffusion of a New Product

Peer-reviewed

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

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

Article, 1967
Journal of Marketing Research, 4, 19670801, 291
1967