Frisbee For Friends, Furniture For Family: the Influence of Products on Network Activation and Wom Intentions

Lalin Anik, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
We explore the impact of network signaling power of products on consumer behavior. In three studies, we prime participants with products from different categories to change the accessibility of different social networks – friends, family, or co-workers – and examine the impact of priming networks on both word-of-mouth and future consumption choices.
[ to cite ]:
Lalin Anik and Michael Norton (2011) ,"Frisbee For Friends, Furniture For Family: the Influence of Products on Network Activation and Wom Intentions", 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.