Choi, Angela Aerry

For many products, particularly digital content, consumers base purchase-related decisions on not only others’ evaluations (e.g., online reviews) but also their own direct experiences (e.g., previews). Many of them therefore combine “seeing” through their own encounters with “believing” the assessments of others, often being confronted with a situation wherein the former contradicts the latter. This study investigates the dynamics underlying the interactive relationships between online reviews a

Abstract Parasites often infect genetically diverse host populations, and the evolutionary trajectories of parasite populations may be shaped by levels of host heterogeneity. Mixed genotype host populations, compared to homogeneous host populations, can reduce parasite prevalence and potentially reduce rates of parasite adaptation due to trade-offs associated with adapting to specific host genotypes. Here, we used experimental evolution to select for increased virulence in populations of the bac

Prior research on online reviews has taken for granted that consumers submit reviews only after they have fully consumed purchased products or services. Contrastingly, this study uncovered the hidden truth that many book consumers post assessments before, during, and after consumption. Interestingly, many provide numerical review ratings, even with no consumption at all. We also found that review comments formed after incomplete product engagement adversely affect subsequent sales. Consequently,

Abstract While considerable progress has been made in understanding gender mismatch and bias in the physical workplace, there is a limited understanding of how these biases manifest in online platforms where gender masking and manipulation can easily occur. In this study, we collaborate with an online product and service firm in Asia and propose a field experiment design to examine how gender bias influences people‐centric operations in online platforms. By assigning different gender combination

Leveraging a combination of analytical frameworks and empirical assessments, this study investigates the effects of wait-for-free (WFF) pricing schemes on the monetization of serialized, digital entertainment content, which has become increasingly pervasive on online platforms. WFF pricing is a strategy in which consumers are given the option to either wait a certain amount of time to acquire digital content at no cost or pay to consume it immediately. We evaluate the extent to which habit forma

Abstract Research at the interface of operations management (OM) and gender bias has mostly focused on operational outcomes such as hiring decisions on behalf of the employer (or firm). Largely overlooked is how the design of operational processes exacerbates (or diminishes) the amount of gender bias exhibited on behalf of the customer in a people‐centric operations environment. In this study, we conduct a randomized field experiment with a partner firm to assess gender mismatch and bias in clie

With the explosion of digital content (i.e., e-book, video, TV show), binge consumption has become increasingly prevalent and important for content providers. Surprisingly, little is known about how binge consumption may affect the volume and content of u

This study reveals how partitioning serialized e-books into many short episodes (small partitioning (SP)) or fewer but lengthier segments (large partitioning (LP)) shapes reading behavior and economic outcomes. Using actual consumption data, we find that SP fosters higher total word consumption but can reduce overall progression through a title. Conversely, LP boosts completion rates, encourages deeper engagement through annotations and reviews, and spurs subsequent purchases. These positive eff