Testing Google’s Claim of Quality
  • April 13, 2021
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The US Department of Justice is suing Google for using distribution agreements and other practices that the law enforcement authority says give the company an unfair advantage in internet search and search advertising. Google argues that its product is simply better. “People use Google because they choose to – not because they're forced to or because they can't find alternatives,” it said in a statement. Coincidentally, in research unconnected with the DOJ case, Michael Luca of Harvard Business School and I examined Google’s claim to superior quality in one aspect of internet search: online reviews. Our findings, published in Management Science, suggest that consumers prefer search results that give them alternatives. In fact, participants in our experiment appeared to perceive Google reviews to be of lower quality that those of...

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