Narayan, Vishal; Rao, Vithala R.; Saunders, Carolyne - In: Marketing Science 30 (2011) 2, pp. 368-384
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...