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Choices in networks: a research framework
Fred Feinberg
1
&Elizabeth Bruch
2
&Michael Braun
3
&Brett Hemenway Falk
4
&
Nina Fefferman
5
&Elea McDonnell Feit
6
&John Helveston
7
&Daniel Larremore
8
&
Blakeley B. McShane
9
&Alice Patania
10
&Mario L. Small
11
#Springer Science+Business Media, LLC, part of Springer Nature 2020
Abstract
Networks are ubiquitous in life, structuring options available for choice and influencing
their relative attractiveness. In this article, we propose an integration of network science
and choice theory beyond merely incorporating metrics from one area into models of
the other. We posit a typology and framework for “network-choice models”that
highlight the distinct ways choices occur in and influence networked environments,
as well as two specific feedback processes that guide their mutual interaction, emergent
valuation and contingent options. In so doing, we discuss examples, data sources,
methodological challenges, anticipated benefits, and research pathways to fully inter-
weave network and choice models.
Keywords Choice models .Networks .Decision theory .Computational social science .
Marketing .Data science
1 Introduction
Many critical life decisions are intrinsically situated in networks: forming a social
circle, evaluating housing options, and seeking a romantic partner all transpire in
networked environments with interdependencies among decision-makers and/or alter-
natives. Networks are also endemic to contemporary business practice, where con-
sumers mutually interact through firm platforms: collaboration tools (e.g., Dropbox,
Google Drive), communications (WhatsApp, Skype), transport (Uber, Lyft), lodging
(HomeAway, Flipkey), retailing (Amazon, Alibaba), and payment (PayPal, Venmo),
among others. Consumer networks enable firms to leverage “social multipliers”—for
https://doi.org/10.1007/s11002-020-09541-9
*Fred Feinberg
feinf@umich.edu
*Elizabeth Bruch
ebruch@umich.edu
Extended author information available on the last page of the article
Marketing Letters (2020) 31:349–359
Published online: 2 October 2020
Content courtesy of Springer Nature, terms of use apply. Rights reserved.