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Observational Learning: Evidence from a Randomized Natural Field Experiment

Author

Listed:
  • Hongbin Cai
  • Yuyu Chen
  • Hanming Fang

Abstract

We report results from a randomized natural field experiment conducted in a restaurant dining setting to distinguish the observational learning effect from the saliency effect. We find that, when customers are given ranking information of the five most popular dishes, the demand for those dishes increases by 13 to 20 percent. We do not find a significant saliency effect. We also find modest evidence that the observational learning effects are stronger among infrequent customers, and that dining satisfaction is increased when customers are presented with the information of the top five dishes, but not when presented with only names of some sample dishes. (JEL C93, D83)

Suggested Citation

  • Hongbin Cai & Yuyu Chen & Hanming Fang, 2009. "Observational Learning: Evidence from a Randomized Natural Field Experiment," American Economic Review, American Economic Association, vol. 99(3), pages 864-882, June.
    • Handle: RePEc:aea:aecrev:v:99:y:2009:i:3:p:864-82
    Note: DOI: 10.1257/aer.99.3.864
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    References listed on IDEAS

    as
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    More about this item

    JEL classification:

    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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    1. Observational Learning: Evidence from a Randomized Natural Field Experiment (AER 2009) in ReplicationWiki

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