The role of consumers' network positions on information-seeking behavior of experts and novices: A power perspective

Results from two studies demonstrate that depending on consumers’ network positions (peripheral or central), experts and novices behave differently when seeking information about their networks or products related to those networks. Experts in central network positions (vs. peripheral) seek more network-related information, while novices in the same positions seek more product-related information. In contrast, experts in peripheral network positions (vs. central) seek more product-related information, while peripheral novices seek more network-related information. Findings also suggest that desire for power (social or personal) mediates these relationships. Given the importance of social networks in consumer decision making, this research demonstrates the influence and importance of consumer's network position on information-seeking behavior of experts and novices.