On the Cutting Edge: the Relationship Between Expertise and Social Influence in Evaluating Normative and Innovative Opinion.

The present research examines the importance of the social knowledge signaled by statistical majorities and minorities (i.e., normative adherence versus innovative thought). In particular, we posit that the majority position signals reliance on the socially-accepted position, whereas the minority position signals reliance on an alternative to the socially-accepted position.



Citation:

Riley Dugan, Joshua Clarkson, and Cammy Crolic (2016) ,"On the Cutting Edge: the Relationship Between Expertise and Social Influence in Evaluating Normative and Innovative Opinion.", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 729-729.

Authors

Riley Dugan, University of Dayton, USA
Joshua Clarkson, University of Cincinnati, USA
Cammy Crolic, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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