Article ID Journal Published Year Pages File Type
1124090 Procedia - Social and Behavioral Sciences 2011 8 Pages PDF
Abstract

This paper explores mechanisms and drivers of social learning in adoption of uncertain innovations. To this purpose, we use an original dataset of about 900 hospital physicians, involved in prescribing a new drug. Then, we specify an ERG or p* model in order to verify the tendency to exploit different formal and informal relationships with colleagues, providing information or opinions on the new product. We moreover control for the effect of alternative sources of information, i.e. marketing pressure, and antecedents of innovation, i.e. heterogeneity in individual attitude toward new products, on the probability of sending ties.

Related Topics
Social Sciences and Humanities Arts and Humanities Arts and Humanities (General)