The Social Influence on the Adoption and Abandonment of Cultural Tastes
Type
fundamental research project
Start Date
October 1, 2010
End Date
March 31, 2011
Status
ongoing
Keywords
Identity-Signaling
Social Influence
Product Adoption and Abandonment
Description
While past research has mainly focused on the adoption and diffusion of cultural tastes, only little is known about why identity-relevant cultural tastes (e.g., products) die out. Following literature on social influence and identity-signaling (Berger and Heath 2007; 2008), we aim at examining factors that might lead products to catch on and become popular, as well as die out, and become abandoned. In doing so, we discuss the role of outsiders' adoption of a taste for original taste holders' behavior.
Leader contributor(s)
Funder
Topic(s)
Identity-Signaling
Social Influence
Product Adoption and Abandonment
Method(s)
Longitudinal Study
Experiments
Range
HSG Internal
Range (De)
HSG Intern
Division(s)
Eprints ID
69795