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