Jason Dou explains why looking at how consumers reach decisions matters more than just the final choice. A new paper introduces the "full recommendation pathway" to capture the entire decision process, not just the endpoint.
The central contribution is a broader unit of analysis, the full recommendation pathway. Understanding that pathway can help us expand the balance a consumer encounters in the final answer. And yeah, thank you so much for listening to here. The paper is available through this SSRN link below. So if you have any questions, feel free to contact me through my email, my number, and/or add my WeChat. Thanks so much.
