In this paper, we propose an individual-level approach to diffusion and growth models. By , we refer to the unit of analysis, which is a single consumer (instead of segments or markets) and the use of granular sales data (daily) instead of smoothed (e.g., annual) data as is more commonly used in...

Advertisements that present the image of the slim figures of models, movie actors and celebs are often blamed in triggering anorexia. In this paper we suggest that the slim model effect on consumers' weight is substantially greater than previously estimated due to its role in the emergence of...

In this paper we analytically study the effect of social hubs on the penetration of new products. Aggregating individual-level social network considerations to the market level, we identify boundary conditions for hubs' effect on diffusion. Our results demonstrate that seeding hubs has a...