Personalize, Summarize or Let them Read? A Study on Online Word of Mouth Strategies and Consumer Decision Process
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DOI: 10.1007/s10796-020-09980-9
Abstract: This study integrates theories of task complexity and cognitive stopping rule to understand how complexity of information environment impacts uncertainty, effectiveness and efficiency of consumers’ decision process. Using the reviews provided by an online retailer,… read more here.
Keywords: decision; effectiveness efficiency; complexity; personalize summarize ... See more keywords