... freshbeans (online and off), new means of roasting, new bean roasting services, new espresso andcappuccino machines, new forms of educationand instruction, new coffee tasting clubs, and new types ... sociallyreinforcing consumption. Hence, marketingresearchers interested in online word-of-mouth and influence may find it useful totrack how tourists and minglers are socializedand “upgraded” to insiders ... Marketing Research Vol. XXXIX (February 2002), 61-721111inform new product concepts, new positioning strategies, new advertisingcampaigns, new distribution tactics and othermarketing strategies...