Copying behaviour predicts consumer adoption of new products

David Langley's dissertation focuses on how social contagion, or copying behaviour, comes about in relation to the consumer adoption of new products. He develops a new instrument which uses the concept of social contagion to make estimations of consumer demand.

This instrument estimates the probability that a type of person with certain personality traits will imitate the behaviour related to the use of the product. The instrument can also identify which improvements to the product’s design would lead to a higher level of social contagion. He applies this instrument in a number of case studies, showing how it can answer key product development and marketing questions. Using data from 124 product-market combinations of information and communication technology products from the telecom and financial sectors, Langley shows the validity of the estimations of consumer demand that the instrument makes.

Using an advanced statistical technique, he identifies for the first time the determinants of social contagion as well as their relative importance in driving consumer demand. The approach presented in his dissertation has a number of differences compared to standard market research approaches making it an interesting addition. Importantly, it can be applied prior to the market launch of the product, when there is no direct market data available. This means that any improvements which are identified can be implemented prior to the product’s market introduction. Also, the new approach can be applied to innovative new products which are dissimilar to existing products. This makes the approach an important addition to the methods available to product developers and marketers.

Curriculum vitae
David Langley (Great Britain, 1966) studied Work Design and Ergonomics at Birmingham University. He conducted his research at the FEB and will be awarded his PhD in economics and Business on 10 December (4.15pm). His thesis supervisor is prof.dr. T.H.A. Bijmolt. The thesis,'Predicting the market demand for an innovation based on the concept of social contagion' is published by TNO, where he currently works.