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August 1, 1967Journal of Marketing Research1,599 citations

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

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JAJohan ArndtUniversity of Missouri–St. Louis

Key Points

  • This article aims to explore how product-related conversations influence short-term sales of a new product.
  • Conducted an experiment to analyze sales effects based on product-related conversations.
  • Investigated the impact of both favorable and unfavorable comments on product acceptance.
  • Exposure to favorable comments increased product acceptance and sales.
  • Unfavorable comments decreased acceptance and sales.

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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Cite This Study

Johan Arndt (1967) studied this question.

synapsesocial.com/papers/6a012fff413f0c047f2d873chttps://doi.org/10.1177/002224376700400308
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