Further Reflections on Studying Social Influence in New Product Diffusion

Building on the commentaries on our work, we make additional suggestions for future research on social contagion and new product diffusion. In particular, we note that social contagion may occur for many reasons and that investigating how various personal or group characteristics moderate the amount of influence some customers exert or the extent to which others are sensitive to potential influence can provide insights into the social mechanism(s) at work.