We study how multiattribute product choices are affected by peer influence. We propose a two-stage conjoint-based approach to examine three behavioral mechanisms of peer influence. We find that when faced with information on peer choices, consumers update their attribute preferences in a...

The paper investigates early stage “modern” grocery retail adoption in an emerging market using primary household level panel data on grocery purchases in India's largest city, Mumbai. Specifically, we seek insight on which socioeconomic class is more likely to adopt, and why. We model...

We study how multi-attribute product choices are affected by peer influence. We propose a two-stage conjoint based approach to examine three behavioral mechanisms of peer influence. We find that when faced with information on peer choices, consumers update their attribute preferences in a...