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This article reports an experiment designed to investigate the short-term sales effects of product-related conversations. The results show that exposure to favorable comments aids acceptance of a new product, while unfavorable comments hinder it.
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Johan Arndt (Tue,) studied this question.
www.synapsesocial.com/papers/6a012fff413f0c047f2d873c — DOI: https://doi.org/10.1177/002224376700400308
Johan Arndt
Journal of Marketing Research
Columbia University
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