Visibility and Peer Influence in Durable Good Adoption

摘要: The underlying channels through which peer influence operates in durable good adoption can affect the ability of marketers to leverage them. In this paper, we assess whether visibility peers' decisions leads greater influence. context study is residential rooftop solar panels. We exploit plausibly exogenous location and orientation panels relative proximate roadways visual obstructions, such as vegetation, order determine geographically installations increase a household's probability more if they are visible from road. Highlighting role at very local level, find evidence for non-visible arrays only within 100m on same street. also demonstrate that street exert distances least 500m. A installation 500m angles totaling 90 degrees exerts magnitude effect 100m. moderated by economic value peers receive installing solar, providing suggestive social learning information.