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    The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings


    Zappa, Paola and Mariani, Paolo (2011) The interplay of social interaction, individual characteristics and external influence in diffusion of innovation processes: An empirical test in medical settings. Procedia - Social and Behavioral Sciences, 10. pp. 140-147. ISSN 1877-0428

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    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.

    Item Type: Article
    Keywords: Diffusion of innovation; social learning; medical settings; social networks; ERG or p* models;
    Academic Unit: Faculty of Social Sciences > School of Business
    Item ID: 11551
    Identification Number: https://doi.org/10.1016/j.sbspro.2011.01.017
    Depositing User: Paola Zappa
    Date Deposited: 01 Nov 2019 14:35
    Journal or Publication Title: Procedia - Social and Behavioral Sciences
    Publisher: Elsevier
    Refereed: Yes
    URI:

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