What is the role of social influence on consumer choice in new product/category building?
Change in consumption patterns and in consumer lifestyles are main drivers for societal transformations towards sustainability. The goal of this project is to understand the collective socio-behavioural dynamics of central processes conditioning adoption of novel practices and products, such as word of mouth, social exposure, and the buildup of consumer willingness to consider alternative product categories.
To understand the role of social influence processes in new category adoption, we use multiple methods ranging from empirical analysis of large spatiotemporal datasets, sentiment analysis, semiotic and interpretive analysis, and simulation.
Project period: 2015 – ongoing
Key people: Jeroen Struben, David Keith, John Sterman
Contexts: Generic, hybrid electric vehicles in the USA
Supported by: Ford Motor Company