Ideation and the Spread of Innovative Ideas in Social Networks

This research examines how networks affect the spread of innovative ideas in product ideation communities. A series of experiments show that having more sources of inspiration (higher degree) helps spread good ideas, but only when one’s neighbors are not highly interconnected (lower clustering).



Citation:

Andrew Stephen , Peter Zubcsek , and Jacob Goldenberg (2012) ,"Ideation and the Spread of Innovative Ideas in Social Networks", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 232-235.

Authors

Andrew Stephen , University of Pittsburgh, USA
Peter Zubcsek , University of Florida, USA
Jacob Goldenberg , Hebrew University of Jerusalem, Israel



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More

Featured

How Temporal Separation in Budgeting Affects Spending Behavior

Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.