Product Ranking in the Presence of Social Learning

Abstract

Optimal Policies for Online Platforms When Social Learning Occurs Before buying products online, consumers read the reviews written by the previous customers. If they buy the product, they write a review themselves. When the product is of unknown quality, consumers learn it over time; that is, social learning occurs. If consumers have various purchase options of similar products of different brands, the platform that they use may affect this social learning by choosing the order in which the products appear on its website. In “Product Ranking in the Presence of Social Learning,” Maglaras, Scarsini, Shin, and Vaccari compare various policies that the platform may adopt, with the goal of maximizing its revenue collected from commission fees for sold items. The criterion to compare the policies is the worst-case regret with respect to a fully informed platform benchmark.