Choices in networks: a research framework

Fred Feinberg*, Elizabeth Bruch, Michael Braun, Brett Hemenway Falk, Nina Fefferman, Elea Mc Donnell Feit, John Helveston, Daniel Larremore, Blakeley B. McShane, Alice Patania, Mario L. Small

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


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 interweave network and choice models.

Original languageEnglish (US)
Pages (from-to)349-359
Number of pages11
JournalMarketing Letters
Issue number4
StatePublished - Dec 2020


  • Choice models
  • Computational social science
  • Data science
  • Decision theory
  • Marketing
  • Networks

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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