Online customer reviews (OCRs) have become a major source of information for customers on the Internet. Understanding the impact of OCRs on customers’ decisions is an important challenge for academics and practitioners. We apply a choice-based conjoint experiment that combines all relevant...

Free sampling and price discounts are important, popular promotional tools used to attract new customers by reducing their risk of trial. The authors investigate pay-what-you-want (PWYW) as an alternative promotional tool to free sampling and price discounts in two field experiments. The authors...