Modeling consumer learning from online product reviews

Marketing Science

Volumn 32, Issue 1, 2013, Pages 153-169

  Zhao, Yi ^a   Yang, Sha ^b   Narayan, Vishal ^c   Zhao, Ying ^d  

^a GEORGIA STATE UNIVERSITY   (United States)

^b UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^c Dyson School of Applied Economics and Management   (United States)

^d HONG KONG UNIVERSITY OF SCIENCE AND TECHNOLOGY   (Hong Kong)

Author keywords

Choice models; Learning models; Product reviews

Indexed keywords

EID: 84873302047     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1120.0755     Document Type: Article

References (39)

1. Ackerberg DA (2003) Advertising, learning and consumer choice in experience goods markets: An empirical examination. Internat. Econom. Rev. 14(3):1007-1040.
2. Berndt E, Hall B, Hall R, Hausman J (1974) Estimation and inference in nonlinear structural models. Ann. Econom. Soc. Measurement 3/4:653-665.
3. Berry ST (1994) Estimating discrete choice models of product differentiation. RAND J. Econom. 25(2):242-262.
4. Brock T (1965) Communicator-recipient similarity and decision change. J. Personality Soc. Psych. 1(6):650-654.
5. Byzalov D, Shachar R (2004) The risk reduction role of advertising. Quant. Marketing Econom. 2(4):283-320.
6. Chaiken S (1980) Heuristic versus systematic information processing and the use of source versus message cues in persuasion. J. Personality Soc. Psych. 39(5):752-766.
7. Chevalier JA, Mayzlin D (2006) The effect of word of mouth on sales: Online book reviews. J. Marketing Res. 43(3):345-354.
8. Chintagunta PK, Jiang R, Jin GZ (2009) Information, learning, and drug diffusion: The case of Cox-2 inhibitors. Quant. Marketing Econom. 7(4):399-343.
9. Dellarocas C (2006) Strategic manipulation of Internet opinion forums: Implications for consumers and firms. Management Sci. 52(10):1577-1593.
10. Dellarocas C, Zhang M, Awad NF (2007) Exploring the value of online product reviews in forecasting sales: The case of motion pictures. J. Interactive Marketing 21(4):23-45.
11. Duan W, Gu B, Whinston AB (2008) Do online reviews matter?-An empirical investigation of panel data. Decision Support Systems 45(4):1007-1016.
12. Erdem T (1998) An empirical analysis of umbrella branding. J. Marketing Res. 34(3):339-351.
13. Erdem T, Keane MP (1996) Decision-making under uncertainty: Capturing dynamic brand choice processes in turbulent consumer goods markets. Marketing Sci. 15(1):1-20.
14. Erdem T, Zhao Y, Valenzuela A (2004) Performance of store brands: A cross-country analysis of consumer store brand preferences, perceptions, and risk. J. Marketing Res. 41(1):86-115.
15. Godes D, Mayzlin D (2009) Firm-created word-of-mouth communication: Evidence from a field test. Marketing Sci. 28(4):721-739.
16. Godes D, Silva J (2012) Sequential and temporal dynamics of online opinion. Marketing Sci. 31(3):448-473.
17. Hajivassiliou V, Ruud P (1994) Classical estimation methods for LDV models using simulation. Arrow K, McFadden D, eds. Handbook of Econometrics, Vol. IV (Elsevier Science, New York), 2383-2441.
18. Helft M (2010) Charges settled over fake reviews on iTunes. New York Times (August 26) http://www.nytimes.com/2010/08/ 27/technology/27ftc.html.
19. Iyengar R, Ansari A, Gupta S (2007) A model of consumer learning for service quality and usage. J. Marketing Res. 44(4):529-544.
20. Keane M (1993) Simulation estimation for panel data models with limited dependent variables. Maddala GS, Rao CR, Vinod HD, eds. Handbook of Statistics (Elsevier Publishers, New York), 545-571.
21. Kelman HC (1961) Processes of opinion change. Public Opinion Quart. 25(Spring):57-78.
22. Li X, Hitt LM (2008) Self-selection and information role of online product reviews. Inform. Systems Res. 19(4):456-474.
23. Liu Y (2006) Word of mouth for movies: Its dynamics and impact on box office revenue. J. Marketing 70(3):74-89.
24. Luan JY, Neslin SA (2009) The development and impact of consumer word of mouth in new product diffusion. Working Paper 2009-65, Tuck School of Business at Dartmouth, Hanover, NH. http://ssrn.com/abstract=1462336.
25. Mayzlin D (2006) Promotional chat on the Internet. Marketing Sci. 25(2):155-163.
26. Mehta N, Rajiv S, Srinivasan K (2003) Price uncertainty and consumer search: A structural model of consideration set formation. Marketing Sci. 22(1):58-84.
27. Meyer RJ, Sathi A (1985) A multiattribute model of consumer choice during product learning. Marketing Sci. 4(6):41-61.
28. Moe W, Schweidel D (2012) Online product opinions: Incidence, evaluation, and evolution. Marketing Sci. 31(3):372-386.
29. Moe W, Trusov M (2011) Measuring the value of social dynamics in online product forums. J. Marketing Res. 48(3):444-456.
30. Narayanan S, Manchanda P (2009) Heterogeneous learning and the targeting of marketing communication for new products. Marketing Sci. 28(3):424-441.
31. Narayanan S, Manchanda P, Chintagunta PK (2005) Temporal differences in the role of marketing communication in new product categories. J. Marketing Res. 42(3):278-290.
32. Roberts JH, Urban G (1988) Modeling multiattribute utility, risk and belief dynamics for new consumer durable brand choice. Management Sci. 34(2):167-185.
33. Sénécal S, Nantel J (2004) The influence of online product recommendations on consumers' online choices. J. Retailing 80(2):159-169.
34. Shin S, Misra S, Horsky D (2012) Disentangling preferences and learning in brand choice models. Marketing Sci. 31(1):115-137.
35. Sternthal B, Phillips LW, Dholakia R (1978) The persuasive effect of source credibility: A situational analysis. Public Opinion Quart. 42(3):285-314.
36. Streitfeld D (2011) In a race to out-rave, 5-star Web reviews go for $5. New York Times (August 19) http://www.nytimes.com/ 2011/08/20/technology/finding-fake-reviews-online.html.
37. Train K (2003) Discrete Choice Models with Simulation (Cambridge University Press, Cambridge, UK).
38. Zhang J (2010) The sound of silence: Observational learning from the U.S. kidney market. Marketing Sci. 29(2):315-335.
39. Zhao Y, Zhao Y, Helsen K (2011) Consumer learning in a turbulent market environment: Modeling consumer choice dynamics after a product harm crisis. J. Marketing Res. 48(2): 255-267.