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shopper insight

How to Flag Fake Reviews without Targeting Legitimate Ones

  • MSI

Online reviews can have a substantial impact on the consumer decision-making process. That makes them crucial to firms and online marketplaces. Some sellers are sometimes tempted to manipulate ratings to give their products fake, positive reviews. As a result, it’s important for such marketplaces, like Amazon, to eliminate fake reviews. Some methods use metadata, review characteristics, text or images to remove such reviews. This may also flag legitimate ones, however. Researchers in this study found a method using the network structure of reviews to reveal fakes without wrongly targeting authentic ones.

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How Framing Purchase Interactions Affects Outcomes

  • MSI

What kind of interface does your ecommerce website or app use? How does that affect the customer experience? These are important questions because how your purchase interface is framed affects the customer experience along the entire decision journey, according to this MSI working paper. “Quantity-integrated” formats, where the customer indicates simultaneously whether and how much to buy of something, are more profitable than sequential formats, where the customer is first asked for their purchase decision, followed by a specific quantity.

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Explaining Algorithmic Decisions to Ensure Perceived Fairness

  • MSI

What kind of interface does your ecommerce website or app use? How does that affect the customer experience? These are important questions because how your purchase interface is framed affects the customer experience along the entire decision journey, according to this MSI working paper. “Quantity-integrated” formats, where the customer indicates simultaneously whether and how much to buy of something, are more profitable than sequential formats, where the customer is first asked for their purchase decision, followed by a specific quantity.

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The Most Crucial Shopping Moment

Do marketers, especially e-marketers, focus on the most pivotal moment in the shopping journey? Sure, it’s important to target consumers during search and on social media. But one marketer thinks that those are not the best channels and that the most vital step in every customer’s journey and experience with a brand is the purchase.

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  • Article

Tension Hunting: A New Method for Audience Loyalty

In this session, Chris McCarthy of Kantar addressed the question: "In today's environment of constant, dynamic change, how can brands enhance how they innovate and engage with audiences?" The speaker examined the "age of disruption," noting consumer obstacles such as COVID supply chain shortages and inflation leading to a shift to higher-involvement decisions by consumers, which has resulted in some risks but also opportunities for brands. The speaker pointed to tension hunting, the process of enhancing innovation and success by focusing on the mitigation of problems, as a way to address disruption and consumer inertia, head-on.

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What Smartphone Buyers Want

A new survey finds that hardware features remain important when choosing a smartphone. However, around the world, financial and environmental considerations are climbing up buyers’ agendas.

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Prior Information & Consumer Search: Evidence from Eye-Tracking

  • Marketing Science Institute

Consumers increasingly make purchase decisions based on online product reviews and rankings. Meanwhile, advertising is often designed to inform about a product or service’s benefits. Within both of these scenarios, consumers learn how to dovetail new understandings into what they already know about a brand, product or service. In this study, researchers looked to quantify the impact prior information (e.g. information obtained from past purchases or use) on consumer search and purchase decisions.

Experts Share New Shopper Marketing Approaches

  • SHOPPER MARKETING 2019

Shopper marketing change is rampant! The good news: disruption is creating opportunities – not just challenges – and the industry is responding with new approaches to increase market share and revenue. Learn how leading brands and other experts are engaging consumers and building growth in this 2019 ARF SHOPPERxSCIENCE event summary.