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Estimating aggregate consumer preferences from online product reviews

Reinhold Decker and Michael Trusov

International Journal of Research in Marketing, 2010, vol. 27, issue 4, 293-307

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.

Keywords: Consumer behavior; Electronic commerce and internet marketing; Market analysis and response; Preference analysis; Product management; User generated content (search for similar items in EconPapers)
Date: 2010
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Handle: RePEc:eee:ijrema:v:27:y:2010:i:4:p:293-307