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Observational Learning: Evidence from a Randomized Natural Field Experiment Author info | Abstract | Publisher info | Download info | Related research | Statistics Hongbin Cai
Yuyu Chen
Hanming Fang
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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)
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Article provided by American Economic Association in its journal American Economic Review .
Volume (Year): 99 (2009)
Issue (Month): 3 (June)
Pages: 864-82
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Handle: RePEc:aea:aecrev:v:99:y:2009:i:3:p:864-82Contact details of provider: Email: Web page: http://www.aeaweb.org/aer/ More information through EDIRC
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