Observational Learning: Evidence from a Randomized Natural Field Experiment
通过在餐厅进行随机自然现场实验，发现向顾客展示最受欢迎的五道菜排名信息可使这些菜的需求增加13%至20%，且观察学习效应强于显著性效应。
We report results from a randomized natural field experiment conducted in a restaurant dining setting to distinguish the observational learning effect from the saliency effect. We find that, when customers are given ranking information of the five most popular dishes, the demand for those dishes increases by 13 to 20 percent. We do not find a significant saliency effect. We also find modest evidence that the observational learning effects are stronger among infrequent customers, and that dining satisfaction is increased when customers are presented with the information of the top five dishes, but not when presented with only names of some sample dishes.