Choice in Interactive Environments
Journal
Marketing Letters
ISSN
0923-0645
ISSN-Digital
1573-059X
Type
journal article
Date Issued
2005-12-01
Author(s)
Steckel, Joel
;
Winer, Russell
;
Bucklin, Randolph
;
Dellaert, Benedict G. C.
;
Dreze, Xavier
;
;
Jap, Sandy
;
Little, John
;
Meyvis, Tom
;
Montgomery, Alan
;
Rangaswamy, Arvind
Abstract
In the early 21st century, firms are thinking seriously and practically about an interactive marketing paradigm-one that integrates mass scale with individual responsiveness. The focus of this paper is on how this interactive environment is changing the customer decision-making process. With the increased amount of information available, the existence of sophisticated decision aids such as intelligent agents, and more latitude in how to interact beyond the basic desktop and laptop computers (e.g., personal digital assistants, cellular phones, tablet computers), customers have more choices than ever about how, when, and how much to interact with companies and each other. In this paper, we attempt to cover a few of the major areas of research on how customers make decisions in these environments.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Springer
Publisher place
Dordrecht
Volume
16
Number
3-4
Start page
309
End page
320
Pages
12
Subject(s)
Division(s)
Eprints ID
220739