Dynamic marketing policies with rating-sensitive consumers: A mean-field games approach

•We propose a model of strategic interactions between a firm and a large number of consumers.•Consumers rely on the aggregate rating when choosing a product, and rate the purchased product.•Consumers are heterogenous in their preferences and rating behaviors.•We compute using mean field games methodology the firm’s optimal prices and marketing strategies.•We analyze the effect of consumer rating biases on the firm’s strategies.