主题：Managing Consumer Attention to Diverse Information Sources in Product Diffusion

产品扩散中消费者对多元信息源的注意力管理

时间: 2026年1月16日 上午10:30

地点: 管理科研楼一楼第一教室

主讲人: Zihao Zhou (UCL)

Bio:

Zihao Zhou (周子豪) is an Assistant Professor at the UCL School of Management. His primary research interests include word-of-mouth marketing, networks, product development, pricing, and mechanism design.

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Abstract:

Consumers use both observational learning and direct information search before purchases, and choose among information sources with different leanings when searching for information. This paper develops a theoretical framework where consumers sequentially decide whether to search for information and which type of sources to search, while observing purchase decisions from previous consumers. We characterize how firms can use dynamic pricing to influence consumer attention amid observational learning. Firms may optimally direct consumer attention toward negative-leaning sources even when positive-leaning sources are available, and doing so mitigates inefficient herding and improves aggregate learning. Our results remain robust when neutral information sources exist. Our study of consumer attention allocation amid observational learning contributes insights into the strategic value of diverse information sources.