Broadcasting and Narrowcasting: How Audience Size Impacts What People Share
ALIXANDRA BARASCH JONAH BERGER*
* Alixandra Barasch ([email protected]
) is a doctoral student and Jonah Berger ([email protected]
) is the James G. Campbell Jr. Assistant Professor of Marketing at the Wharton School, University of Pennsylvania, Philadelphia, PA 19104. The authors thank Ezgi Akpinar, Amit Bhattacharjee, Cindy Chan, Zoey Chen and Deborah Small for helpful comments on earlier...