TITLE

Social Contagion and Income Heterogeneity in New Product Diffusion: A Meta-Analytic Test

AUTHOR(S)
Van den Bulte, Christophe; Stremersch, Stefan
PUB. DATE
September 2004
SOURCE
Marketing Science;Fall2004, Vol. 23 Issue 4, p530
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Standard diffusion models capture social contagion only coarsely and do not allow one to operationalize different contagion mechanisms. Moreover, there is increasing skepticism about the importance of contagion and, as has long been known, S-shaped diffusion curves can also result from heterogeneity in the propensity to adopt. We present hypotheses about conditions under which specific contagion mechanisms and income heterogeneity are more pronounced, and test these hypotheses using a meta-analysis of the q/p ratio in applications of the Bass diffusion model. The ratio is positively associated with the Gini index of income inequality in a country, supporting the heterogeneity-in-thresholds interpretation. The ratio also varies as predicted by the Gamma-Shifted Gompertz diffusion model, but the evidence vanishes after controlling for national culture. As to contagion, the q/p ratio varies with the four Hofstede dimensions of national culture--for three of them in a direction consistent with the social contagion interpretation. Furthermore, products with competing standards have a higher q/p ratio, which is again consistent with the social contagion interpretation. Finally, we find effects of national culture only for products without competing standards, suggesting that technological effects and culturally moderated social contagion effects might not operate independently from each other.
ACCESSION #
15199602

 

Related Articles

  • Contagion in Prescribing Behavior Among Networks of Doctors. Christakis, Nicholas A.; Fowler, James H. // Marketing Science;Mar/Apr2011, Vol. 30 Issue 2, p213 

    The authors comment on the article "Opinion Leadership and Social Contagion in New Product Diffusion," by Iyengar, Van den Bulte, and Valente (IBV). They comment on social networks of doctors and suggest that three reasons doctors who share a social connection might act in the same way: doctors...

  • Identifying Social Influence: A Comment on Opinion Leadership and Social Contagion in New Product Diffusion. Aral, Sinan // Marketing Science;Mar/Apr2011, Vol. 30 Issue 2, p217 

    I suggest five broad directions for future research on social influence and opinion leadership that could, if appropriately addressed, dramatically improve how we conceptualize and manage social contagions in a variety of domains.

  • Opinion Leadership and Social Contagion in New Product Diffusion. Iyengar, Raghuram; Van den Bulte, Christophe; Valente, Thomas W. // Marketing Science;Mar/Apr2011, Vol. 30 Issue 2, p195 

    We study how opinion leadership and social contagion within social networks affect the adoption of a new product. In contrast to earlier studies, we find evidence of contagion operating over network ties, even after controlling for marketing effort and arbitrary systemwide changes. More...

  • Tricked by Truncation: Spurious Duration Dependence and Social Contagion in Hazard Models. Van den Bulte, Christophe; Iyengar, Raghuram // Marketing Science;Mar/Apr2011, Vol. 30 Issue 2, p233 

    We show both analytically and through Monte Carlo simulations that applying standard hazard models to right-truncated data, i.e., data from which all right-censored observations are omitted, induces spurious positive duration dependence and hence can trick researchers into believing to have...

  • CULTURAL INFLUENCES ON THE DIFFUSION OF NEW PRODUCTS. Donthu, Naveen; Sayrac, Idil // AMA Winter Educators' Conference Proceedings;2000, Vol. 11, p158 

    This study expands our knowledge in the area of cross-national diffusion by looking further into cultural differences that could help us understand the differences in diffusion patterns. In this study Hofstede's (1980; 1991 ) five dimensions of culture (power distance, uncertainty avoidance,...

  • The Tipping Point: How Little Things Can Make a Big Difference.  // Abilities;Fall2013, Issue 94, p11 

    The article reviews the book "The Tipping Point: How Little Things Can Make a Big Difference," by Malcolm Gladwell.

  • Peter Le Beau: Time for a new protection product?  // Money Marketing (Online Edition);12/4/2012, p15 

    In this article the author discusses new protection product. He said that could they combine a life and disability income benefit where someone unable to work could receive an income. It is also said that they have caused the industry a lot of grief and we need to avoid this guess at permanence...

  • Marketing Briefs.  // Marketing News;12/21/1984, Vol. 18 Issue 26, p14 

    The article presents marketing-related news briefs as of December 1984. About 1,800 new products were introduced in 1983, more new products than any of the 20 years before, increasing the competition for shelf space. Reports on discretionary income and consumer buying habits of U.S. people 55...

  • INNOVATION DIFFUSION AND NEW PRODUCT GROWTH MODELS IN MARKETING. Mahajan, Vijay; Muller, Eitan // Journal of Marketing;Fall1979, Vol. 43 Issue 4, p55 

    This paper assesses the state-of-the-ad of the diffusion models of new product acceptance. A number of issues related to the further development and validation of these models are discussed.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics