Contagious demand

Classic economic theory and current marketing practice normally assume that one person's demand for a brand is not affected by the demand of others.

Contagious Demand

Jim CrimminsDDB Worldwide andNed AnschuetzDDB Worldwide

Gary Becker, Nobel Prize winning economist, proposed a very different model of demand, one that assumes 'the pleasure from a good is greater when many people want to consume it '...