Product adoption and customer behavior · Randomized, controlled field experiment conducted in Rwanda over two years; the study examines direct effects on solicited customers and spillovers to nonsolicited customers.
Call Me Maybe: Does Customer Feedback Seeking Impact Nonsolicited Customers?
Rupali Kaul, Stephen J. Anderson, Pradeep K. Chintagunta, Naufel Vilcassim (2024). Call Me Maybe: Does Customer Feedback Seeking Impact Nonsolicited Customers?. Marketing Science. https://doi.org/10.1287/mksc.2023.0324
Plain-English take
Among customers not engaged in the feedback process, recall increased 38.2% and purchases increased 77.4%. Treatment-firm revenue increased 62.0% and profit increased 54.5% versus control firms. The analysis suggests that business-level changes driven by customer feedback generated the spillovers.
How much weight to give this
4/5 Field experiment with bounded scope
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Randomized, controlled field experiment conducted in Rwanda over two years; the study examines direct effects on solicited customers and spillovers to nonsolicited customers.
Customers and treatment/control firms in Rwanda; the fetched abstract describes customers, firms, and the two-year experiment but does not report numeric sample sizes.
See the full paper for comparison conditions and analysis.
Publisher page checked; full-text methods not independently reviewed.
Double-blind? Blinding was not established from the checked publisher page.
Research question
What the authors investigated
What does call me maybe: does customer feedback seeking impact nonsolicited customers show about customer decisions or business outcomes?
Design
Randomized, controlled field experiment conducted in Rwanda over two years; the study examines direct effects on solicited customers and spillovers to nonsolicited customers.
Sample and setting
Customers and treatment/control firms in Rwanda; the fetched abstract describes customers, firms, and the two-year experiment but does not report numeric sample sizes.
Reported result
What the study found
Among customers not engaged in the feedback process, recall increased 38.2% and purchases increased 77.4%. Treatment-firm revenue increased 62.0% and profit increased 54.5% versus control firms. The analysis suggests that business-level changes driven by customer feedback generated the spillovers.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Not reported in the fetched abstract/page; omitted rather than inferred. Full article methods and correction history were not independently reviewed.
Possible founder application
Use this study as a bounded example of call me maybe: does customer feedback seeking impact nonsolicited customers?; assess whether its population, intervention and outcome match your own decision.
Evidence access
Publisher article page; full-text access varies and was not established in this check.
Publisher page directly retrieved; candidate metadata and reported result checked against that page. Full methods were not independently reviewed.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.