Social Network Analysis and Consumption Dynamics: Research Review and Prospects

Responding to Consumer Culture Theory’s call for increased research into consumption dynamics, this paper records recent advances in social network analysis. The elements of a longitudinal method for analyzing the co-evolution of group structure and behaviors are outlined and then illustrated by a worked example: the substantive issue of adolescent substance use. This new method is compared and contrasted with existing consumer research in respect to group interactions / processes and social network analysis. The paper concludes by indicating the potential for new network methods – both qualitative and quantitative – in consumer research.


Nick Gould and Margaret K Hogg (2007) ,"Social Network Analysis and Consumption Dynamics: Research Review and Prospects", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 160-166.


Nick Gould, University of Glamorgan, UK
Margaret K Hogg, Lancaster University, UK


E - European Advances in Consumer Research Volume 8 | 2007

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