Local Neighborhoods As Early Predictors of Innovation Adoption

We investigate whether certain network neighborhoods are reliable predictors of overall network adoption. We show analytically that for success-failure predictions, random samples are less useful than specific clusters in the network. The empirical results show that certain neighborhoods do predict adoption better than random and stratified samples.


Jacob Goldenberg , Sangman Han , Donald R. Lehmann , Jangyuk Lee, Kyung Young Ohk , and Daniel Shapira (2012) ,"Local Neighborhoods As Early Predictors of Innovation Adoption", 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.


Jacob Goldenberg , Hebrew University of Jerusalem, Israel
Sangman Han , Sungkyunkwan University, South Korea
Donald R. Lehmann , Columbia University, USA
Jangyuk Lee, Sungkyunkwan University, South Korea
Kyung Young Ohk , Sungkyunkwan University, South Korea
Daniel Shapira , Sungkyunkwan University, South Korea


NA - Advances in Consumer Research Volume 40 | 2012

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