Choice in Interactive Environments

Joel Steckel, Russell Winer (), Randolph Bucklin, Benedict G.C. Dellaert, Xavier Drèze, Gerald Häubl, Sandy Jap, John Little, Tom Meyvis, Alan Montgomery and Arvind Rangaswamy

Marketing Letters, 2005, vol. 16, issue 3, pages 309-320

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. Copyright Springer Science + Business Media, Inc. 2005

Keywords: consumer decision-making; interactive environments (search for similar items in EconPapers)
Date: 2005
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