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Social Networks, Status, and the Adoption of New Research Tools
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Hu, Yansong and Van den Bulte, Christophe (2010) Social Networks, Status, and the Adoption of New Research Tools. In: 2010 INFORMS Marketing Science Conference. , Cologne, Germany, June 16-19, 2010. Published in: Proceedings of the 2010 INFORMS Marketing Science Conference
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Abstract
We analyze how social and physical proximity to colleagues influence life scientists’ adoption of a new commercial research tool. We draw on theories of social contagion and social status dynamics to conjecture how social networks of collaboration as well mere collocation within the same research organization can affect scientists’ decision to adopt new research tools, and how these contagion effects may vary over time. Given the very large population of potential adoption making data collection on the entire population at risk overly expensive, we use a case-cohort design. First, we use the US National Library of Medicine and ISI Web of Science to identify all the adopters of Site Directed Mutagenesis (SDM) kits between 1988 and 1997 and identify their networks of scientific collaboration, education, and employment. Next, we create a comparison group by collecting research histories for 5,150 randomly selected individuals in the population of potential adopters. Finally, we use properly adjusted proportional hazards modelling to investigate the conjectured effects as drivers of adoption, and provide a sharper understanding of the relations between channels and processes of social contagion, social status and sensitivity to contagion, and time of adoption.
| Item Type: | Conference Item (Paper) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School |
| Journal or Publication Title: | Proceedings of the 2010 INFORMS Marketing Science Conference |
| Date: | 2010 |
| Status: | Not Peer Reviewed |
| Publication Status: | Published |
| Access rights to Published version: | Restricted or Subscription Access |
| Conference Paper Type: | Paper |
| Title of Event: | 2010 INFORMS Marketing Science Conference. |
| Type of Event: | Conference |
| Location of Event: | Cologne, Germany |
| Date(s) of Event: | June 16-19, 2010 |
| URI: | http://wrap.warwick.ac.uk/id/eprint/43785 |
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