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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: | 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 |
| Related URLs: | |
| URI: | https://mural.maynoothuniversity.ie/id/eprint/11551 |
| Use Licence: | This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here |
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