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Fast and Slow Learning From Reviews

Author

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  • Daron Acemoglu
  • Ali Makhdoumi
  • Azarakhsh Malekian
  • Asuman Ozdaglar

Abstract

This paper develops a model of Bayesian learning from online reviews, and investigates the conditions for asymptotic learning of the quality of a product and the speed of learning under different rating systems. A rating system provides information about reviews left by previous customers. A sequence of potential customers decide whether to join the platform. After joining and observing the ratings of the product, and conditional on her ex ante valuation, a customer decides whether to purchase or not. If she purchases, the true quality of the product, her ex ante valuation, an ex post idiosyncratic preference term and the price of the product determine her overall satisfaction. Given the rating system of the platform, she decides to leave a review as a function of her overall satisfaction. We study learning dynamics under two classes of rating systems: full history, where customers see the full history of reviews, and summary statistics, where the platform reports some summary statistics of past reviews. In both cases, learning dynamics are complicated by a selection effect — the types of users who purchase the good and thus their overall satisfaction and reviews depend on the information that they have available at the time of their purchase. We provide conditions for asymptotic learning under both full history and summary statistics, and show how the selection effect becomes more difficult to correct for with summary statistics. Conditional on asymptotic learning, the speed (rate) of learning is always exponential and is governed by similar forces under both types of rating systems, though the exact rates differ. Using this characterization, we provide the rate of learning under several different types of rating systems. We show that providing more information does not always lead to faster learning, but strictly finer rating systems always do. We also illustrate how different rating systems, with the same distribution of preferences, can lead to very fast or very slow speeds of learning.

Suggested Citation

  • Daron Acemoglu & Ali Makhdoumi & Azarakhsh Malekian & Asuman Ozdaglar, 2017. "Fast and Slow Learning From Reviews," NBER Working Papers 24046, National Bureau of Economic Research, Inc.
    • Handle: RePEc:nbr:nberwo:24046
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Tommaso Bondi, 2019. "Alone, Together. Product Discovery Through Consumer Ratings," Working Papers 19-09, NET Institute.
    2. Salhab, Rabih & Le Ny, Jérôme & Malhamé, Roland P. & Zaccour, Georges, 2022. "Dynamic marketing policies with rating-sensitive consumers: A mean-field games approach," European Journal of Operational Research, Elsevier, vol. 299(3), pages 1079-1093.
    3. Sushil Bikhchandani & David Hirshleifer & Omer Tamuz & Ivo Welch, 2021. "Information Cascades and Social Learning," Papers 2105.11044, arXiv.org.
    4. Manxi Wu & Saurabh Amin & Asuman Ozdaglar, 2021. "Multi-agent Bayesian Learning with Best Response Dynamics: Convergence and Stability," Papers 2109.00719, arXiv.org.
    5. Aleksei Smirnov & Egor Starkov, 2022. "Bad News Turned Good: Reversal under Censorship," American Economic Journal: Microeconomics, American Economic Association, vol. 14(2), pages 506-560, May.
    6. Bar Ifrach & Costis Maglaras & Marco Scarsini & Anna Zseleva, 2019. "Bayesian Social Learning from Consumer Reviews," Operations Research, INFORMS, vol. 67(5), pages 1209-1221, September.
    7. Foster, Joshua, 2022. "How rating mechanisms shape user search, quality inference and engagement in online platforms: Experimental evidence," Journal of Business Research, Elsevier, vol. 142(C), pages 791-807.

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    More about this item

    JEL classification:

    • C72 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Noncooperative Games
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality

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