Though world-of-mouth (WOM) communications is a pervasive and intriguing phenomenon, little is known on its effect in terms of macro-behavior. The purpose of this study is to investigate the WOM effect on macro-level marketing to explain the herd behavior of Chinese consumers. To achieve our goal, the system dynamics was applied build a simulation model for a popular herd behavior happening in Macao, Hong Kong, and Taiwan, i.e., buying Portuguese custard tarts. Both micro-behavior and macro-behavior were considered in this model and the linkage between micro-behavior and macro-behavior was specially emphasized. The results showed that the market of Portuguese custard tarts would crash quickly under fast distribution of WOM and herd behavior while considering the limitation of capacity.

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Date created

• 2007 July 29-2007 August 2

Type

• Document

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• Processing documentation available at: https://wiki.albany.edu/display/SCA/Processing+Ingested+Digital+Files

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• Creative Commons BY-NC-ND Attribution-NonCommercial-NoDerivs 4.0 International

  
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ITEM CONTEXT

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298eed5a7fe199ac661be72f3a39f134

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Part of

0619e689ce89476bfd3b88323c5a9410

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Part of

23d738ba88f8333bc39725f9cb5bd0b8

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Collection

System Dynamic Society Records

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Collecting area

• This collection is part of the University Archives