Yufeng Huang, University of Rochester
The evolution of consumer expertise ("human capital") plays a crucial role in product diffusion. Yufeng Huang will present research that measures consumer expertise in digital camera usage and quantifies its impact on the adoption, usage, and switching decisions—in particular, how expertise is often brand-specific and contributes to building brand loyalty. Based on these findings and related work, he will discuss the role of “data-driven” product design in shaping customer acquisition and retention.
Related ConferenceNov 14 – 16, 2018
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