Online product reviews have become ubiquitous on websites aimed at consumers. And while the evidence suggests that on the whole they add to sales, little research has been done at the individual level. What happens when a consumer encounters a product review? Do more reviews equal more profits? And what about the related issue of fake reviews? Using book ... Read More

Consumers face multiple choices every time they shop before they make buying decisions. Manufacturers seek to influence those decisions through the way they design, brand, market and distribute their products, but they would also do well to consider the role that consumer deliberation plays in helping people decide whether to buy. That is the key ... Read More