The Effect of Individual Online Reviews on Purchase Likelihood-Reference-Cited by-同舟云学术

The Effect of Individual Online Reviews on Purchase Likelihood

Published:2021-07 Issue:4 Volume:40 Page:708-730
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Vana Prasad¹^ORCID,Lambrecht Anja²^ORCID

Affiliation:

1. Tuck School of Business, Hanover, New Hampshire 03755

2. London Business School, London NW1 4SA, United Kingdom

Abstract

We investigate how individual reviews displayed on a product web page affect consumers’ purchase decision and find they have a strong effect on purchase likelihood.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Reference24 articles.

1. The Effect of Word of Mouth on Sales: Online Book Reviews

2. Where, When, and how Long: Factors that Influence the Redemption of Mobile Phone Coupons

3. Optimizing Click-Through in Online Rankings with Endogenous Search Refinement

4. A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality

5. How Targeting Affects Customer Search: A Field Experiment

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