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| Author: | DiMaggio, P. Louch, H. |
| Title: | Socially embedded consumer transactions: For what kinds of purchases do people most often use networks? |
| Journal: | American Sociological Review
1998 : OCT, VOL. 63:5, p. 619-637 |
| Index terms: | CONSUMER BEHAVIOUR PURCHASING NETWORKS PRODUCTS |
| Language: | eng |
| Abstract: | This paper explores why and to what extent do people make significant purchases from people with whom they have prior noncommercial relationships. The paper argues that transacting with social contacts is effective because it embeds commercial exchanges in a web of obligations and holds the seller's network hostage to appropriate role performance in the economic transaction. |
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