Modeling Product Choices in a Peer Network

Research output: Contribution to journalArticle

Abstract

Consumers are uncertain about their preferences for innovative product attributes until the first trial. They search for information as a means of reducing uncertainty and improving the likelihood that they will be satisfied with their purchase. One way to receive information is through peer networks. As a peer network is often a priori unknown, we conduct an experiment to solicit self-reported peer nominations. We compare two mechanisms through which peer networks operate: Strength of social ties and perceived peer expertise, to draw inferences regarding consumers' preference reversal after exposure to peer recommendations. Our results indicate that perceived source expertise influences preferences while the closeness of social relationships has no statistically significant impact.

Original languageEnglish (US)
JournalForum for health economics & policy
Volume22
Issue number1
DOIs
StatePublished - Oct 16 2019

Fingerprint

Uncertainty
Consumer Behavior
Peers
Modeling
Product choice
Expertise

Keywords

  • experiment
  • fitness tracker
  • peer influence
  • spatial modeling

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Health Policy

Cite this

Modeling Product Choices in a Peer Network. / Fang, Di; Richards, Timothy J.; Grebitus, Carola.

In: Forum for health economics & policy, Vol. 22, No. 1, 16.10.2019.

Research output: Contribution to journalArticle

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