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

Johan Arndt
Journal of Marketing Research
Vol. 4, No. 3 (Aug., 1967), pp. 291-295
DOI: 10.2307/3149462
Stable URL: http://www.jstor.org/stable/3149462
Page Count: 5
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Role of Product-Related Conversations in the Diffusion of a New Product
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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.

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