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Choice in Interactive Environments

Authors:

Joel H. Steckel
Russell S. Winer
Randolph E. Bucklin
Benedict G. C. Dellaert
Xavier Drèze
Gerald Häubl
Sandy D. Jap
John D. C. Little
Tom Meyvis
Alan L. Montgomery
Arvind Rangaswamy

Publisher:

Marketing Letters
2005, 16 (3/4), 309-20

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.