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Estimating aggregate consumer preferences from online product reviews

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  • Decker, Reinhold
  • Trusov, Michael

Abstract

Today, consumer reviews are available on the Internet for a large number of product categories. The pros and cons expressed in this way uncover individually perceived strengths and weaknesses of the respective products, whereas the usually assigned product ratings represent their overall valuation. The key question at this point is how to turn the available plentitude of individual consumer opinions into aggregate consumer preferences, which can be used, for example, in product development or improvement processes.

Suggested Citation

  • Decker, Reinhold & Trusov, Michael, 2010. "Estimating aggregate consumer preferences from online product reviews," International Journal of Research in Marketing, Elsevier, vol. 27(4), pages 293-307.
    • Handle: RePEc:eee:ijrema:v:27:y:2010:i:4:p:293-307
    DOI: 10.1016/j.ijresmar.2010.09.001
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    References listed on IDEAS

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