Sample interview questions: Describe your experience with conducting research on the impact of online customer reviews or ratings on consumer purchase intentions.
Sample answer:
My research experience in the impact of online customer reviews or ratings on consumer purchase intentions is extensive and has yielded valuable insights into consumer behavior:
- Experimental Research:
- Designed and conducted experiments to examine the influence of positive and negative online reviews on purchase intentions.
- Varied the valence, specificity, and quantity of reviews to assess their differential impact on consumer attitudes and behaviors.
- Results revealed that positive reviews significantly enhanced purchase intentions, while negative reviews had a dampening effect.
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Specificity of reviews and the number of reviews were also found to moderate the review-purchase intention relationship.
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Field Studies:
- Conducted field studies to investigate the role of online reviews in real-world consumer purchase decisions.
- Collected data from various online shopping platforms to examine the relationship between review ratings, review sentiment, product type, and consumer purchase behavior.
- Findings indicated that review ratings and sentiment had a substantial impact on consumer purchasing decisions across different product categories.
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Additionally, the effect of reviews was found to vary based on consumer demographics and situational factors.
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Neuromarketing Research:
- Employed neuromarketing techniques, such as fMRI and EEG, to explore the neural mechanisms underlying consumer responses to online reviews.
- Results revealed that positive reviews activated brain regions associated with reward and motivation, whereas negative reviews activated regions associated with risk aversion and decision-making.
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These findings provide a deeper understanding of the psychological processes involved in consumer decision-making influenced by online reviews.
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Survey Research:
- Conducted large-scale surveys to gather consumer insights regarding their reliance on online reviews and their impact on purchase behavior.
- Analyzed survey da… Read full answer
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