Journal of Consumer Research からのメールに Highlights from Two Years Ago （つまり 2007 年 4 月号）が紹介されている。なぜ２年前なのか不明だが，メディアによる書評がよかったせいかもしれない。これらのタイトルを見ていると，消費者研究において，一般読者の好みを反映したメディアの書評者が「うん？」と思うようなテーマを取り上げることの重要性を感じる。 以前にも書いたことだが，あらためてそう思う。
このなかで読んだことがあるのは，Watts & Dodds, Influentials, Networks, and Public Opinion Formation だ。オピニオンリーダ的な消費者をターゲットにクチコミ・マーケティングをするのが効率的だという「世間の常識」に挑んだ問題の論文だ。ぼく自身は，この論文の仮定や分析手法はおかしいと思っているのでその結論に同意しないが，常識をひっくり返そうという論争的な精神は素晴らしい。見習いたい。
L. N. Chaplin & D. R. John
Growing up in a Material World: Age Differences in Materialism in Children and Adolescents
Selected Media Mentions
- Reuters] Child materialism linked to self-esteem
- The Globe and Mail: Don't say iPod, say I love you
- CBC News: Children with low self-esteem want more consumer goods: study
D. J. Watts & P. S. Dodds
Influentials, Networks, and Public Opinion Formation
Selected Media Mentions
- Washington Post: Vote Your Conscience. If You Can.
- Science News: The Power of Being Influenced
- Science Daily: Social Change Relies More On The Easily Influenced Than The Highly Influential
S. Ramanathan & Ann. L. McGill
Consuming with Others: Social Influences on Moment-to-Moment and Retrospective Evaluations of an Experience
Selected Media Mentions
- CBS News: Enjoying Movies Is Contagious
- Times Online: Buddy movies
- FOX News: Research: Presence of Other People May Enhance Movie-Watching Experiences
- Web MD: Enjoying Movies Is Contagious
- Science Daily: Pass The Popcorn! Study Finds That Film Enjoyment Is Contagious
- Live Science: Thumbs Up? Thumbs Down? Moviegoers Follow the Crowd
K. White & D. W. Dahl
Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence
Selected Media Mentions
- The Globe and Mail: Sorry, but that is so not me
このなかで読んだことがあるのは，Watts & Dodds, Influentials, Networks, and Public Opinion Formation だ。オピニオンリーダ的な消費者をターゲットにクチコミ・マーケティングをするのが効率的だという「世間の常識」に挑んだ問題の論文だ。ぼく自身は，この論文の仮定や分析手法はおかしいと思っているのでその結論に同意しないが，常識をひっくり返そうという論争的な精神は素晴らしい。見習いたい。
L. N. Chaplin & D. R. John
Growing up in a Material World: Age Differences in Materialism in Children and Adolescents
Selected Media Mentions
- Reuters] Child materialism linked to self-esteem
- The Globe and Mail: Don't say iPod, say I love you
- CBC News: Children with low self-esteem want more consumer goods: study
D. J. Watts & P. S. Dodds
Influentials, Networks, and Public Opinion Formation
Selected Media Mentions
- Washington Post: Vote Your Conscience. If You Can.
- Science News: The Power of Being Influenced
- Science Daily: Social Change Relies More On The Easily Influenced Than The Highly Influential
S. Ramanathan & Ann. L. McGill
Consuming with Others: Social Influences on Moment-to-Moment and Retrospective Evaluations of an Experience
Selected Media Mentions
- CBS News: Enjoying Movies Is Contagious
- Times Online: Buddy movies
- FOX News: Research: Presence of Other People May Enhance Movie-Watching Experiences
- Web MD: Enjoying Movies Is Contagious
- Science Daily: Pass The Popcorn! Study Finds That Film Enjoyment Is Contagious
- Live Science: Thumbs Up? Thumbs Down? Moviegoers Follow the Crowd
K. White & D. W. Dahl
Are All Out-Groups Created Equal? Consumer Identity and Dissociative Influence
Selected Media Mentions
- The Globe and Mail: Sorry, but that is so not me
