Department of Applied Economics and Statistics at the University of Delaware, USA.
Department of Agricultural Economics and Agribusiness at the University of Arkansas, USA.
Appetite. 2022 Nov 1;178:106162. doi: 10.1016/j.appet.2022.106162. Epub 2022 Aug 6.
The vast majority of consumer products fail to attract sufficient consumer demand. Word of mouth marketing and online feedback from other consumers have become focal marketing strategies for many products as social media has increased the size of networks and amplified the impact of messages from other consumers. The current literature on the influence that consumer feedback can have on consumers' willingness to pay (WTP) for food products is mixed and often draws upon studies with small samples and hypothetical situations. This study investigates how this feedback can impact other consumers' food preferences using an economic field experiment involving 1,068 adult consumers who make choices on oysters, mushrooms, and chocolate. Results suggest that knowledge of peer preferences, such as the willingness to pay for similar products and/or how often they consume these products, caused a decrease (5%-9%) in consumers' willingness to pay.
绝大多数消费品都无法吸引足够的消费者需求。随着社交媒体扩大了网络规模并放大了其他消费者信息的影响力，口碑营销和其他消费者的在线反馈已成为许多产品的焦点营销策略。关于消费者反馈对食品消费者支付意愿 (WTP) 的影响的现有文献是混合的，并且经常借鉴小样本和假设情况的研究。本研究通过一项涉及 1068 名成年消费者对牡蛎、蘑菇和巧克力进行选择的经济实地实验，调查了这种反馈如何影响其他消费者的食物偏好。结果表明，了解同伴的偏好，例如对类似产品的支付意愿和/或他们消费这些产品的频率，会导致消费者的支付意愿降低（5%-9%）。
