Boundedly Rational Meta-Learning in Sequential Consumer Choice

Many consumer decisions are repeated choices under uncertainty. Standard models capture these decisions using Bayesian learning and dynamic programming: consumers update beliefs from feedback and use those beliefs to guide future choices. In many markets, however, learning does not restart when consumers enter a new context: prior experience with a brand, product, or provider can shape beliefs in later, related decisions. We study this cross-context knowledge transfer, or meta-learning, in sequential choice. We design a hierarchical laboratory task in which participants repeatedly choose among airlines across routes and observe noisy binary outcomes. Reduced-form evidence shows that participants improve not only within routes, but also across routes: they choose better airlines earlier in later routes and reduce pseudo-regret. To identify the mechanism behind this transfer, we compare human choices to a no-transfer benchmark and a fully integrated Bayesian meta-learning benchmark. In particular, we introduce a class of boundedly rational meta dynamic programming policies, BRMDP(D), that approximate full integration using a limited number of hyper-posterior draws, denoted by D. Trial-by-trial likelihood comparisons show that low-D boundedly rational meta-learning, especially BRMDP(1), fits participant behavior better than both no transfer and fully integrated Bayesian transfer. Consumers, therefore, transfer brand-level regularities across contexts, but through coarse representations of prior uncertainty. The findings imply that models of consumer learning should allow for approximate cross-context transfer, and that managerial counterfactuals based on either no-transfer or fully integrated learning can be misleading.

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