Word of mouth activity as information search: A reappraisal

The Theory of Buyer Behavior

Stewart W. Bither, John A. Howard, Jagdish N. Sheth · Journal of Marketing · 1971 · 2.8K citations

Social Sciences, Business Economics, Economics +9

Role of Product-Related Conversations in the Diffusion of a New Product

Johan Arndt · Journal of Marketing Research · 1967 · 1.6K citations

Management, Marketing, Marketing Management +8

Consumer Behavior as Risk Taking

Raymond A. Bauer · Medical Entomology and Zoology · 1960 · 1.5K citations

Business, Marketing, Marketing Management +12

The Diffusion of an Innovation Among Physicians

J. J. Coleman, Elihu Katz, Herbert Menzel · Sociometry · 1957 · 1.5K citations

Management, Internal Medicine, Innovation +7

Risk Taking and Information Handling in Consumer Behavior

Donald F. Blankertz, Donald F. Cox · Journal of Marketing Research · 1969 · 1.4K citations

Business, Marketing, Marketing Management +16