customer behavior

Discounts: A Double-Edged Sword
CAO, Zike | HUI, Kai Lung | XU, Hong

For retailers seeking to stand out in the cutthroat world of e-commerce, discounts can offer a powerful advertising tool. Across the Web, businesses compete for customers’ attention by announcing the most exclusive deals and ...

The Power of Surprise as a Marketing Tool
CHATTOPADHYAY, Amitava | KIM, Christine | WADHWA, Monica | WANG, Wenbo

Before any new product is launched, it must be tested. As customer reviews flow in, companies may find that they receive more than they bargained for. Customers may use a product in ways never anticipated by the brand, discovering ...

Giving Online Consumers What they Want
LIU, Jia | TOUBIA, Olivier

With the rise of search engines such as Google, it is becoming increasingly important to determine how consumers use these tools to find products, services, or information. Companies that understand their customers’ search b ...

The Impact of Product Reviews on Consumers and Firms
KAPUSCINSKI, Roman | DEBO, Laurens | YU, Man

Before deciding to purchase a product, a consumer can access information via consumer reviews by customers who have already purchased the product. Consumer reviews are a form of customer feedback, but this information can also ben ...