Preference for New Product Information Sources
This paper examines the preferences of advice seekers for human information sources. We focus on the case in which advice providers can be people with high or low technical expertise (high in technical knowledge) and/or socially connected (connected to many others). Somewhat contrary to intuition, information sources who are high on social connectivity are shown to be relatively more attractive for more innovative products. Consistent with this, a meta-analysis indicates that the correlation between knowledge and opinion leadership is indeed lower for more innovative products.