Interference Produces False-Positive Pricing Experiments
干扰为何使定价实验产生假阳性结论
It is standard practice in online retail to run pricing experiments by randomizing at the article-level, i.e. by changing prices of different products to identify treatment effects. Due to customers' cross-price substitution behavior, such experiments suffer from interference bias: the observed difference between treatment groups in the experiment is typically significantly larger than the global effect that could be expected after a roll-out decision of the tested pricing…