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Social Effects in Buying Behavior, Pedro Gardete, Stanford Graduate School of Business

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Published on May 23, 2014

Pedro Gardete, Assistant Professor of Marketing, Stanford Graduate School of Business

This paper investigates the role of social effects in consumption decisions. It uses detailed data on purchases made by airline passengers through entertainment systems located in front of them. The paper also discusses the relevance of homophily and behavior-based targeting to managers who would like to leverage social effects through promotional efforts.

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