Observational Learning: Evidence from a Randomized Natural Field Experiment

被引：217
|
作者：
Cai, Hongbin [1 ]
Chen, Yuyu [1 ]
Fang, Hanming [2 ,3 ]
机构：
[1] Peking Univ, Guanghua Sch Management & IEPR, Beijing 100871, Peoples R China
[2] Duke Univ, Dept Econ, Durham, NC 27708 USA
[3] NBER, Cambridge, MA 02138 USA
来源：
AMERICAN ECONOMIC REVIEW | 2009年 / 99卷 / 03期
关键词：
INFORMATIONAL CASCADES; SOCIAL INTERACTIONS; RETIREMENT PLAN; HERD BEHAVIOR; CONFORMITY; DECISIONS; OTHERS; CHOICE; MARKET; HEALTH;
D O I：
10.1257/aer.99.3.864
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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)
引用
收藏
页码：864 / 882
页数：19
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