Opinion Seeking in Consumer Networks

Seung Hwan (Mark) Lee, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada
Our research focuses on identifying who are the opinion seekers in a network, and who people approach for opinions in a network. In two field studies, results demonstrate that network centrality is positively related to the degree to which central people seek opinions from others, and the degree to which others approach central people for opinions.
[ to cite ]:
Seung Hwan (Mark) Lee and June Cotte (2011) ,"Opinion Seeking in Consumer Networks", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.