Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate...

Despite the extensive studies in the field of diffusion, the role of innovativeness in diffusion models has not reached a consensus and the literature has dedicated little effort to modelling customers' heterogeneous opinion leadership. These gaps could be some of the key limits for the further...

We study a dynamic model of opinion formation in social networks. In our model, boundedly rational agents update opinions by averaging over their neighbors' expressed opinions, but may misrepresent their own opinion by conforming or counter-conforming with their neighbors. We show that an...

We investigate the role of manipulation in a model of opinion formation. Agents repeatedly communicate with their neighbors in the social network, can exert effort to manipulate the trust of others, and update their opinions about some common issue by taking weighted averages of neighbors'...

We investigate the role of manipulation in a model of opinion formation where agents have opinions about some common question of interest. Agents repeatedly communicate with their neighbors in the social network, can exert some effort to manipulate the trust of others, and update their opinions...

We investigate the role of manipulation in a model of opinion formation where agents have opinions about some common question of interest. Agents repeatedly communicate with their neighbors in the social network, can exert some effort to manipulate the trust of others, and update their opinions...

Purpose – This study aims to determine communication factors in various social settings that influence a comprehensive evaluation process ranging from information search before selecting a service organization to a service value assessment after using healthcare services....