Evaluative conditioning is an important determinant of consumers' likes and dislikes. Three experiments show that it can result from two types of learning. First, stimulus-stimulus (S ndash; S) or referential learning allows a conditioned stimulus (e.g., a brand) to acquire valence by triggering...

Networks and the embedded relationships are critical determinants of how people communicate and form beliefs. The explosion of social media has significantly increased the scope and impact of social learning among consumers. This paper studies observational learning in networks of friends versus...

Students who are going to be successful in life must learn to acquire knowledge using all kinds of platforms. The belief that the only way people can learn is via classroom instruction is obsolete. Moreover, research does not support this view. The authors show how online learning is an...

In this paper we investigate how players learn about their preferences for different modes of play and how this influences their engagement in a popular franchise video game. An important aspect of players' session-level data from a specific generation of the game is that they budget their game...

I investigate the identification of social learning in online markets. In these markets, there is often a two-stage decision making process where a consumer first chooses whether or not to search a product and then chooses whether or not to buy it. Additionally, the social learning signals are...

As one of the prominent areas of FinTech, mobile payment is increasingly accepted by more and more consumers. To investigate consumer mobile payment adoption behavior, we develop a Bayesian learning structural model using a rich data set from JD.com, the largest direct selling online retailer in...

We investigate the roles of the level and variability in quality in driving customer retention for a new service. We present model-free evidence that while high average quality helps in retaining customers, high variability leads to higher termination rates. Apart from these main effects, we use...