Modeling Consumer Learning from Online Product Reviews

  title={Modeling Consumer Learning from Online Product Reviews},
  author={Yi Zhao and Sha Yang and Vishal Narayan and Ying Zhao},
  journal={Marketing Science},
W propose a structural model to study the effect of online product reviews on consumer purchases of experiential products. Such purchases are characterized by limited repeat purchase behavior of the same product item (such as a book title) but significant past usage experience with other products of the same type (such as books of the same genre). To cope with the uncertainty in quality of the product item, we posit that consumers may learn from their experience with the same type of product… CONTINUE READING
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