11The introduction of the notion of tie valence provides a plausible explanation for the transmittal of information over weak ties witnessed by Frenzen and Nakamoto (1993). Our reconceptualization of network ties also predicts the extent to which these factors can influence not just the willingness to share information but altruistic marketplace behaviors. Inclusion of this factor in future studies would facilitate our understanding of social networks and the mechanics of information diffusion among consumers when moral hazard is operative. Brown, Jacqueline Johnson and Reingen, Peter .......