An exploration of the rational-basis for how people search online consumer reviews
This thesis examines the rational basis for how people search online consumer reviews in service of purchasing decisions. It considers the questions of (1) how prior uncertainty about the relative value of alternatives affects the depth of opinion search (2) whether people have a preference to obtai...
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University of Manchester
2009
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.505482 |