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

Author

Johan Arndt

Subjects
Marketing, Electronic word of mouth, Economics and Econometrics, business.industry, education, 05 social sciences, Advertising, 050105 experimental psychology, 0502 economics and business, New product development, 050211 marketing, 0501 psychology and cognitive sciences, Product (category theory), Business and International Management, Diffusion (business), business
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.

Published
1967
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