The Social Consumer Lab

We study opinion leadership and social influence at the marketplace. We aim to understand when and how consumers influence one another – via dyad and group level processes – and how social influence flows in digital platforms such as customer review websites and social media. We delve into more than just how individuals behave in these social settings; we also investigate how they perceive themselves and experience their identities as members of groups and social networks. 

 

We combine experimental research with analytical, computational, and machine learning methods. This integrated approach allows us to generate new data and analyze pertinent real-world datasets, shedding light on the complexities of social influence in contemporary consumer contexts.