Understanding The Factors That Influence The Effectiveness Of Online Customer Reviews

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Understanding the Factors that Influence the Effectiveness of Online Customer Reviews

Author : Carl J. Clare
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (855 download)

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Book Synopsis Understanding the Factors that Influence the Effectiveness of Online Customer Reviews by : Carl J. Clare

Download or read book Understanding the Factors that Influence the Effectiveness of Online Customer Reviews written by Carl J. Clare and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Defined as peer-generated product evaluations posted on company or third party websites (Mudambi & Schuff, 2010), online customer reviews are increasingly available for a wide range of products or services. Existing research on the factors that influence the effectiveness of online customer reviews has been implemented from a quantitative perspective, using experimentation and survey based methods to collect data, or analysing secondary data sets such as groups of online customer reviews from retailers such as Amazon. Whilst these studies were able to measure the impact of preselected determinants on concepts such as review helpfulness or review credibility they lacked qualitative in depth understanding, and fail to address key questions directly. This thesis marks a departure from existing studies that seek to understand the factors influencing the effectiveness of online customer reviews in that a qualitative approach was adopted to study a topic what has been previously studied from a quantitative perspective. It contributes to existing theory by providing a more in depth understanding of these factors, based on the testimonies of a sample made up of consumers that used online customer reviews on a regular basis. Sixteen interviews were conducted from a sample of twelve participants over two phases. In the pilot phase, participants discussed their experiences of using online customer reviews to assist with purchasing decisions, although the participant's responses were subject to the limitations of human memory. For the second phase, participants were given access to a PC and asked to locate online customer reviews related to an imminent purchasing decision. These reviews were then used as a stimulus for discussing the qualities of reviews that were seen as helpful and credible. The findings illustrated how many different factors across three categories (personal factors, environmental factors and message characteristics consisting of informational and normative determinants) enhanced or limited the effectiveness of online customer reviews, contributing to theory relating to the factors influencing review consultation and factors influencing perceptions of review helpfulness and review credibility. The findings also provide marketing managers and platform providers with detailed information that could be used to improve platforms, so that they can better facilitate the generation of reviews that are considered as helpful and credible by consumers that use them.

The Effect of Online Consumer Reviews on Attitude and Purchase Intention

Author : Sai Wang
Publisher :
ISBN 13 :
Total Pages : 120 pages
Book Rating : 4.:/5 (884 download)

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Book Synopsis The Effect of Online Consumer Reviews on Attitude and Purchase Intention by : Sai Wang

Download or read book The Effect of Online Consumer Reviews on Attitude and Purchase Intention written by Sai Wang and published by . This book was released on 2014 with total page 120 pages. Available in PDF, EPUB and Kindle. Book excerpt: The objective of the study is to extend the emerging body and scope of research on consumer's attitudinal and behavioral responses to online consumer reviews by examining the role of both message content and source characteristics. That is, this study investigates how consumers process online consumer reviews within the context of message and source characteristics, and how these two factors influence consumer's attitudes toward the review, attitudes toward the product, perceived credibility of the reviewers, and purchase intention. From this perceptive, the study broadens the understanding and importance of message and source factors to the persuasiveness of online consumer reviews.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Customer Satisfaction and Loyalty With Online Consumer Reviews

Author : Mark Anthony Camilleri
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (14 download)

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Book Synopsis Customer Satisfaction and Loyalty With Online Consumer Reviews by : Mark Anthony Camilleri

Download or read book Customer Satisfaction and Loyalty With Online Consumer Reviews written by Mark Anthony Camilleri and published by . This book was released on 2023 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: While previous research investigated the effects of online consumer reviews on purchase behaviors, currently, there is still a lack of knowledge on the impact of the reviews' credibility, content quality and information usefulness on the customers' satisfaction levels with them. Data were gathered from a sample of 512 participants. A partial least squares approach was utilized to evaluate the reliability and validity of the constructs and to identify the causal effects in this contribution's structured model. The findings reveal that information usefulness is a very strong predictor of satisfaction. They also confirm highly significant indirect effects, between information quality and customer satisfaction, when information usefulness meditates this link. This study suggests that prospective customers appreciate quality reviews of consumers who have already experienced the hospitality services. It raises awareness about the usefulness of review sites as online users refer to their content before committing themselves to purchasing products and services.

Reading Between the Stars

Author : Hallie S. Cho
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (125 download)

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Book Synopsis Reading Between the Stars by : Hallie S. Cho

Download or read book Reading Between the Stars written by Hallie S. Cho and published by . This book was released on 2021 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Multi-Category Study on Effectiveness of Online Reviews Impact on Purchase Intention

Author : Daria Plotkina
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (115 download)

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Book Synopsis Multi-Category Study on Effectiveness of Online Reviews Impact on Purchase Intention by : Daria Plotkina

Download or read book Multi-Category Study on Effectiveness of Online Reviews Impact on Purchase Intention written by Daria Plotkina and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the growing importance of the Internet and its increasing impact on everyday behaviour and consumption practices, accessible online information on companies and their products is of great consideration. As a major source of web-accessible information, prior research provides support for the role online reviews play in consumers' decision-making processes. We conduct a multi-categorical study integrating the, thus far, understudied effect of novelty on the effectiveness of recommendations via online reviews. We also include the moderating effects of product type, review type, and consumer characteristics on the recommendation receiver's purchase intention after exposure to a positive or negative online review. We were able to obtain interesting insights into product novelty and the impact of online reviews according to the type of review, on the purchase intention and point out managerial applications of the findings as well as perspective paths for future research. Our results show that product novelty is a subjective characteristic identified only for products that are purchased on a regular basis. In this case, new products are initially viewed as less appealing and are therefore more impacted by negative reviews and less impacted by positive ones. Additionally, we found that the valence of the review has a significantly differentiating impact on the direction of the reaction and the implied factors. Reviews generated by the consumers are less efficient than experts' positive opinions, but more convincing when negative. Product type difference is especially bold and highlights the importance of a narrowly specialized or, on the contrary, a multi-categorical study for conclusions that merit generalization. Additionally, we conclude that, as consumer intrinsic and extrinsic characteristics are the main determinants in his/her reaction to the online review, it is important to have a good knowledge of the customer. We show that even the basic characteristics of the customers can provide a deep insight on their profile to predict the most probable reaction to the online reviews.

Evaluating the Credibility of Online Consumer Reviews During a Simulation of an Active Purchase Decision

Author : Jillian Ney
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (141 download)

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Book Synopsis Evaluating the Credibility of Online Consumer Reviews During a Simulation of an Active Purchase Decision by : Jillian Ney

Download or read book Evaluating the Credibility of Online Consumer Reviews During a Simulation of an Active Purchase Decision written by Jillian Ney and published by . This book was released on 2013 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The primary focus of this study is to explore how consumers determine the credibility of online social content, particularly consumer reviews. In doing so the research answered five key objectives: (1) to identify the types of online media used to gather product related information during an active information search, (2) to explore the factors considered by the consumer during information evaluation, (3) to determine the relative importance of each of the factors considered during decision making, (4) to investigate the interrelationships between the factors considered during decision making, and (5) to understand the factors which influence the credibility of online social content. A mixed methods methodology was adopted in the research. The 'connected consumer' segment was the sample frame. It was believed that by exploring the behaviours of the 'connected consumer' segment the study would aid in understanding the behaviours of the growing tech savvy consumer (O'Reilly and Marx, 2011), which is likely to become the largest consumer segment (Hardy, 2011). An exploratory qualitative element was conducted to ensure valuable positioning of the research, and determine the usefulness of sampling the connected consumer segment. A total of 12 semi-structured interviews were conducted to lead development of an online self-administered conjoint analysis survey. The survey generated a total of 180 usable responses, this sample was also found to be characteristic of the connected consumer segment. The findings of the research demonstrate that while the social media landscape offers multiple types of online social content, consumers are heavily reliant on online consumer reviews. The research makes a significant contribution to knowledge in the development of a new model of information credibility evaluation. It is argued that the structure of previous models of information credibility evaluation (Cheung et al, 2009; Hovland, 1948; Wathen and Burkell, 2002) are not structurally representative of the evaluation process. This research finds that content evaluative attributes are best represented by informational and normative determinants. By segmenting content evaluative attributes into informational and normative, the information credibility evaluation process is more accurately represented. To determine the credibility and personal relevance of an online consumer review, consumers use normative based content cues, source platform and content creator characteristics to assess the credibility of the informational content cues [the narrative]. In this study, the consumers' personal characteristics were not found to moderate the information evaluation process. The key implications for marketers, review site developers and consumers are discussed in relation to extracting more value from the consumer review process. Providing marketers with insight into handling the impact of consumer reviews on purchase; for review site developers with ideas to reduce the cognitive strain for consumers to review and evaluate reviews and increase the credibility of reviews; and finally for consumers themselves to write reviews that are helpful and credible. The directions for future research outlined in light of the findings of this research.

Factors Influencing Source Credibility of Consumer Reviews

Author : KoEun Shin
Publisher :
ISBN 13 :
Total Pages : 206 pages
Book Rating : 4.:/5 (122 download)

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Book Synopsis Factors Influencing Source Credibility of Consumer Reviews by : KoEun Shin

Download or read book Factors Influencing Source Credibility of Consumer Reviews written by KoEun Shin and published by . This book was released on 2007 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: The EBM model of consumer decision making was used to guide the present study. According to this model when consumers make purchase decisions, they search for information from either internal and/or external sources. When consumers do not have enough information from internal sources, such as knowledge and experiences, they search information from external sources, including market-dominated, consumer-dominated, and neutral sources. As the population of Internet users grows, consumer-dominated communication on the Web, also called Internet WOM, is also increasing. Consumer reviews, one of the ways consumers exchange opinions and experiences on products and services on the Web, have been successfully practiced. Nonetheless, research on the effectiveness of consumer reviews has not yet been done. Thus, this study aimed to investigate the effectiveness of consumer reviews, specifically the source credibility of consumer reviews according to different types of review features, such as content of reviews, presence of a reviewer's photo, and type of a reviewer's name. In addition, the relationship between the perceived credibility of a reviewer and the perceived risk associated with online purchase was also examined. Using an online survey method, two hundred and ninety-two female students voluntarily participated in this study and received extra credit points for their participation. A 2x2x3 complete factorial experiment was used to examine source credibility' attractiveness, expertise, and trustworthiness of consumer reviews of apparel. The three independent variables were the content of reviews with two treatments (a general review and a specific review), the presence of photo with two treatments (absence of a reviewer's photo and presence of a reviewer's photo), and the type of a reviewer's name with three treatments (anonymous, an identifiable with an ID, and an identifiable with a real name reviewer). The results revealed that 1) specific reviews increased source attractiveness, expertise, and trustworthiness, 2) a review without a photo of a reviewer increased source attractiveness and had no effect on the others, and 3) type of a reviewer's name had no effects on source attractiveness, expertise and trustworthiness. An additional finding was that the higher the perceived source credibility the greater the reduction in the perceived risk associated with online shopping. The results of this study have implications for consumer researchers to further investigate the effectiveness of consumer reviews. Additionally, the findings can inform apparel e-retailers in determining whether to include consumer reviews as a feature and, if so, what criteria to include for consumer reviews.

Implementing Word of Mouth Marketing

Author : Idil Miriam Cakim
Publisher :
ISBN 13 : 9781119203407
Total Pages : 204 pages
Book Rating : 4.2/5 (34 download)

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Book Synopsis Implementing Word of Mouth Marketing by : Idil Miriam Cakim

Download or read book Implementing Word of Mouth Marketing written by Idil Miriam Cakim and published by . This book was released on 2010 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book will be a guide to any company or organization who wants to understand the dynamics of online word of mouth and leverage the power of online advocates to pass along stories, deliver recommendations and draw people to purchasing points. Specifically, the book will coach its readers to identify their own set of online influencers, craft stories that will resonate with these consumers and spread messages through cybercitizens who are social media experts. The book will include case studies, research, check lists and easy-to-adopt paradigms to create and manage online word of mouth"--Provided by publisher.

FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS

Author : PRADEEP RACHERLA
Publisher :
ISBN 13 :
Total Pages : 204 pages
Book Rating : 4.:/5 (128 download)

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Book Synopsis FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS by : PRADEEP RACHERLA

Download or read book FACTORS INFLUENCING CONSUMERS' TRUST PERCEPTIONS OF ONLINE PRODUCT REVIEWS written by PRADEEP RACHERLA and published by . This book was released on 2008 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online word-of-mouth (WOM) platforms have been referred to by various terms such as online communities, feedback systems, peer reputation systems, or consumer generated media. Such systems provide a global platform for customers to share their experiences, and also rate service providers. WOM systems are burgeoning on the Internet for products such as music and books (Amazon.com), news (Slashdot.org), consumer electronics (shopping.com), tourism and travel (Tripadvisor.com; Hotels.com), and many other products and services. As with the traditional WOM, numerous studies have shown that these systems have a significant impact on customer decision making process, their satisfaction with goods and services, and the overall value of online economic transactions. In this study, the primary focus were the product review systems (PRS). These review systems are less personal but more ubiquitous platforms for online WOM wherein consumers post reviews about the products/services they have consumed. These reviews are widely accessible to other consumers but are disseminated only when other consumer consult these reviews during the purchasing process. However, there are still numerous problems associated with these systems. Recent studies have shown that there are numerous instances of deceptive information provided by service providers themselves or customers who have been paid by commercial parties. Added to this is the problem of anonymity in a computer mediated environment that adds to the already existing uncertainty for the consumer. Further, each review system consists of hundreds of consumer reviews associated with any given product or service. Given that consumers face these numerous problems, research is yet to examine the factors that drive the consumers develop trust in these reviews, and base their purchasing decisions on the information gleaned from the review systems. The main objective of this study was to explore this interesting phenomenon. To this end, this study applied uncertainty reduction theory and Social identity theory to delineate certain aspects of the online reviews that might have an impact on the consumer's assessment of online product reviews. Based on these theories, it was hypothesized that the informational content of the review and social component of the review (individuals' identity information disclosure and the consumers' perceived similarity with this information) have a significant effect on the consumers' trust in a review and subsequently the purchase intention. Further, based on the elaboration likelihood model, it was also posited that consumers' use of these heuristics is more salient while evaluating high involvement products than low involvement products. To test the hypotheses, the study adopted a quasi-experimental design with 2x2 (2 levels each for information content and social component within-subjects) x 2 (2 involvement modes between-subjects) full factorial design. Based on two levels for each of these factors, four reviews similar to those found in sites such as tripadvisor.com were created. A total of 283 students (153 in high involvement mode and 130 in low involvement mode) evaluated these reviews and assigned trust scores as well purchase intention scores to each review. The data was analyzed using linear mixed models and structural equation modeling. The results showed that both the main effects, information content of the review, and the consumers' perceived social identity with the reviewer contribute to an increased trust in the reviews. The study data did not support the hypothesis that involvement of the activity moderates the above mentioned relationships. Within this, information content was found to be playing an important role in both the involvement modes whereas the social component explained more variance in the trust in the high involvement mode than low involvement mode. Some of the results concur with previous research in both traditional and online WOM. The significance of these results in the extant literature as well their implications for both product review system providers as well tourism and hospitality service providers are discussed in detail.

Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business

Author : Management Association, Information Resources
Publisher : IGI Global
ISBN 13 : 1799889580
Total Pages : 1964 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business by : Management Association, Information Resources

Download or read book Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business written by Management Association, Information Resources and published by IGI Global. This book was released on 2021-04-16 with total page 1964 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the next few years, it is expected that most businesses will have transitioned to the use of electronic commerce technologies, namely e-commerce. This acceleration in the acceptance of e-commerce not only changes the face of business and retail, but also has introduced new, adaptive business models. The experience of consumers in online shopping and the popularity of the digital marketplace have changed the way businesses must meet the needs of consumers. To stay relevant, businesses must develop new techniques and strategies to remain competitive in a changing commercial atmosphere. The way in which e-commerce is being implemented, the business models that have been developed, and the applications including the benefits and challenges to e-commerce must be discussed to understand modern business. The Research Anthology on E-Commerce Adoption, Models, and Applications for Modern Business discusses the best practices, latest strategies, and newest methods for implementing and using e-commerce in modern businesses. This includes not only a view of how business models have changed and what business models have emerged, but also provides a focus on how consumers have changed in terms of their needs, their online behavior, and their use of e-commerce services. Topics including e-business, e-services, mobile commerce, usability models, website development, brand management and marketing, and online shopping will be explored in detail. This book is ideally intended for business managers, e-commerce managers, marketers, advertisers, brand managers, executives, IT consultants, practitioners, researchers, academicians, and students interested in how e-commerce is impacting modern business models.

Webs of Influence

Author : Nathalie Nahai
Publisher : Pearson UK
ISBN 13 : 0273781588
Total Pages : 274 pages
Book Rating : 4.2/5 (737 download)

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Book Synopsis Webs of Influence by : Nathalie Nahai

Download or read book Webs of Influence written by Nathalie Nahai and published by Pearson UK. This book was released on 2012-12-14 with total page 274 pages. Available in PDF, EPUB and Kindle. Book excerpt: As legions of businesses scramble to set up virtual-shop, we face an unprecedented level of competition to win over and keep new customers online. At the forefront of this battleground is your ability to connect with your customers, nurture your relationships and understand the psychology behind what makes them click. In this book The Web Psychologist, Nathalie Nahai, expertly draws from the worlds of psychology, neuroscience and behavioural economics to bring you the latest developments, cutting edge techniques and fascinating insights that will lead to online success. Webs of Influence delivers the tools you need to develop a compelling, influential and profitable online strategy which will catapult your business to the next level – with dazzling results.

Internationalization, Design and Global Development

Author : Nuray Aykin
Publisher : Springer Science & Business Media
ISBN 13 : 3642027679
Total Pages : 537 pages
Book Rating : 4.6/5 (42 download)

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Book Synopsis Internationalization, Design and Global Development by : Nuray Aykin

Download or read book Internationalization, Design and Global Development written by Nuray Aykin and published by Springer Science & Business Media. This book was released on 2009-07-15 with total page 537 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume constitutes the refereed proceedings of the Third International Conference on Internationalization, Design and Global Development, IDGD 2009, held in San Diego, CA, USA, in July 2009 in the framework of the 13th International Conference on Human-Computer Interaction, HCII 2009 with 10 other thematically similar conferences. The 57 revised papers presented were carefully reviewed and selected from numerous submissions. The papers accepted for presentation thoroughly cover the entire field of internationalization, design and global development and address the following major topics: cross-cultural user interface design; culture, community, collaboration and learning; internationalization and usability; ICT for global development; and designing for eCommerce, eBusiness and eBanking.

Why Startups Fail

Author : Tom Eisenmann
Publisher : Currency
ISBN 13 : 0593137027
Total Pages : 370 pages
Book Rating : 4.5/5 (931 download)

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Book Synopsis Why Startups Fail by : Tom Eisenmann

Download or read book Why Startups Fail written by Tom Eisenmann and published by Currency. This book was released on 2021-03-30 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your startup to succeed, you need to understand why startups fail. “Whether you’re a first-time founder or looking to bring innovation into a corporate environment, Why Startups Fail is essential reading.”—Eric Ries, founder and CEO, LTSE, and New York Times bestselling author of The Lean Startup and The Startup Way Why do startups fail? That question caught Harvard Business School professor Tom Eisenmann by surprise when he realized he couldn’t answer it. So he launched a multiyear research project to find out. In Why Startups Fail, Eisenmann reveals his findings: six distinct patterns that account for the vast majority of startup failures. • Bad Bedfellows. Startup success is thought to rest largely on the founder’s talents and instincts. But the wrong team, investors, or partners can sink a venture just as quickly. • False Starts. In following the oft-cited advice to “fail fast” and to “launch before you’re ready,” founders risk wasting time and capital on the wrong solutions. • False Promises. Success with early adopters can be misleading and give founders unwarranted confidence to expand. • Speed Traps. Despite the pressure to “get big fast,” hypergrowth can spell disaster for even the most promising ventures. • Help Wanted. Rapidly scaling startups need lots of capital and talent, but they can make mistakes that leave them suddenly in short supply of both. • Cascading Miracles. Silicon Valley exhorts entrepreneurs to dream big. But the bigger the vision, the more things that can go wrong. Drawing on fascinating stories of ventures that failed to fulfill their early promise—from a home-furnishings retailer to a concierge dog-walking service, from a dating app to the inventor of a sophisticated social robot, from a fashion brand to a startup deploying a vast network of charging stations for electric vehicles—Eisenmann offers frameworks for detecting when a venture is vulnerable to these patterns, along with a wealth of strategies and tactics for avoiding them. A must-read for founders at any stage of their entrepreneurial journey, Why Startups Fail is not merely a guide to preventing failure but also a roadmap charting the path to startup success.

Handbook of Research on Technology Applications for Effective Customer Engagement

Author : Mohd Suki, Norazah
Publisher : IGI Global
ISBN 13 : 179984773X
Total Pages : 391 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Technology Applications for Effective Customer Engagement by : Mohd Suki, Norazah

Download or read book Handbook of Research on Technology Applications for Effective Customer Engagement written by Mohd Suki, Norazah and published by IGI Global. This book was released on 2020-09-04 with total page 391 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the challenging digital economy, bridging the gap between the external stakeholder and business entities through effective applications of technology carries more importance than ever before. By building a strong online presence and maintaining a long-lasting relationship with valuable customers through high-quality customer experience, companies continue to thrive during this digital age. The Handbook of Research on Technology Applications for Effective Customer Engagement is a pivotal reference source that provides vital research on the utilization of the best research practices for consumer satisfaction and loyalty. While highlighting topics such as target marketing, consumer behavior, and brand equity, this publication explores the applications of modern technology in marketing as well as recent business activities of international companies. This book is ideally designed for business professionals, practitioners, marketers, advertisers, brand managers, retailers, managers, academics, researchers, and graduate-level students.

Simple Heuristics that Make Us Smart

Author : Gerd Gigerenzer
Publisher : Oxford University Press
ISBN 13 : 0190286768
Total Pages : 432 pages
Book Rating : 4.1/5 (92 download)

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Book Synopsis Simple Heuristics that Make Us Smart by : Gerd Gigerenzer

Download or read book Simple Heuristics that Make Us Smart written by Gerd Gigerenzer and published by Oxford University Press. This book was released on 2000-10-12 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Simple Heuristics That Make Us Smart invites readers to embark on a new journey into a land of rationality that differs from the familiar territory of cognitive science and economics. Traditional views of rationality tend to see decision makers as possessing superhuman powers of reason, limitless knowledge, and all of eternity in which to ponder choices. To understand decisions in the real world, we need a different, more psychologically plausible notion of rationality, and this book provides it. It is about fast and frugal heuristics--simple rules for making decisions when time is pressing and deep thought an unaffordable luxury. These heuristics can enable both living organisms and artificial systems to make smart choices, classifications, and predictions by employing bounded rationality. But when and how can such fast and frugal heuristics work? Can judgments based simply on one good reason be as accurate as those based on many reasons? Could less knowledge even lead to systematically better predictions than more knowledge? Simple Heuristics explores these questions, developing computational models of heuristics and testing them through experiments and analyses. It shows how fast and frugal heuristics can produce adaptive decisions in situations as varied as choosing a mate, dividing resources among offspring, predicting high school drop out rates, and playing the stock market. As an interdisciplinary work that is both useful and engaging, this book will appeal to a wide audience. It is ideal for researchers in cognitive psychology, evolutionary psychology, and cognitive science, as well as in economics and artificial intelligence. It will also inspire anyone interested in simply making good decisions.

How Online Reviews Influence Consumer Restaurant Selection

Author : Nefike Gunden
Publisher :
ISBN 13 :
Total Pages : 77 pages
Book Rating : 4.:/5 (11 download)

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Book Synopsis How Online Reviews Influence Consumer Restaurant Selection by : Nefike Gunden

Download or read book How Online Reviews Influence Consumer Restaurant Selection written by Nefike Gunden and published by . This book was released on 2017 with total page 77 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since social media has been growing rapidly, the restaurant industry has been exploring this area extensively. Given that social media provides restaurant consumers with an opportunity to share their dining experiences, several studies have examined the impact of social media on consumer restaurant selection (Tran, 2015). As a part of the social media umbrella, online reviews are significant factors that influence consumer restaurant selection (Park & Nicolau, 2015; Yang, Hlee, Lee, Koo, 2017). However, there is a lack of understanding with regard to which attributes of restaurant online reviews are the most influential when it comes to customer decision making. Therefore, this study aims to investigate the relative importance of online review attributes in consumer restaurant selection. Particularly, this study focuses on the number of online reviews, the overall restaurant rating, and the following restaurant attributes: food quality, service quality, atmosphere, and price, to address the purpose of the research.