Medical Innovation Revisited: Social Contagion versus Marketing Effort  

Oleh:

Bulte, Christophe Van den ; Lilien, Gary L.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: AJS: American Journal of Sociology vol. 106 no. 05 (Mar. 2001), page 1409-1435.
Topik: the Medical Community; Situational Analysis
Fulltext: A13 Vol. 106, No. 5 (March 2001), p1409.PDF (150.36KB)

Ketersediaan

Perpustakaan PKPM Nomor Panggil: A13 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

This article shows that Medical Innovation—the landmark study by Coleman, Katz, and Menzel—and several subsequent studies analyzing the diffusion of the drug tetracycline have confounded social contagion with marketing effects. The article describes the medical community’s understanding of tetracycline and how the drug was marketed. This situational analysis finds no reasons to expect social contagion; instead, aggressive marketing efforts may have played an important role. The Medical Innovation data set is reanalyzed and supplemented with newly collected advertising data. When marketing efforts are controlled for, contagion effects disappear. The article underscores the importance of controlling for potential confounds when studying the role of social contagion in innovation diffusion.

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