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—Response to Comments on “Website Morphing”

Author

Listed:
  • John R. Hauser

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142)

  • Glen L. Urban

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142)

  • Guilherme Liberali

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142, and Universidade do Vale do Rio dos Sinos, Sao Leopoldo, RS 90450 Brazil)

  • Michael Braun

    (MIT Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts 02142)

Abstract

Website morphing draws on the Expected Gittins’ solution to a partially observable Markov process, on the rapid consumer-segment updating with Bayesian methods, and on matching a website’s look and feel to a visitor’s cognitive style. In each area there are exciting research opportunities including optimality in the presence of switching costs (within a visit), Bayesian updating of cognitive styles across websites, extensions to other segmentation schemes such as cultural styles, morphing of other website characteristics such as advertising, and applications to other media such as smartphones.

Suggested Citation

  • John R. Hauser & Glen L. Urban & Guilherme Liberali & Michael Braun, 2009. "—Response to Comments on “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 227-228, 03-04.
    • Handle: RePEc:inm:ormksc:v:28:y:2009:i:2:p:227-228
    DOI: 10.1287/mksc.1080.0485
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    References listed on IDEAS

    as
    1. Chong Ju Choi & Carla C. J. M. Millar & Caroline Y. L. Wong, 2005. "Knowledge and the State," Palgrave Macmillan Books, in: Knowledge Entanglements, chapter 0, pages 19-38, Palgrave Macmillan.
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    Cited by:

    1. Andrew Gelman, 2009. "—Discussion of the Article “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 226-226, 03-04.
    2. John Hauser, 2011. "A marketing science perspective on recognition-based heuristics (and the fast-and-frugal paradigm)," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(5), pages 396-408, July.
    3. repec:cup:judgdm:v:6:y:2011:i:5:p:396-408 is not listed on IDEAS
    4. John Gittins, 2009. "—Discussion on “Website Morphing” by Hauser, Urban, Liberali, and Braun," Marketing Science, INFORMS, vol. 28(2), pages 225-225, 03-04.
    5. Oberoi, Poonam & Patel, Chirag & Haon, Christophe, 2017. "Technology sourcing for website personalization and social media marketing: A study of e-retailing industry," Journal of Business Research, Elsevier, vol. 80(C), pages 10-23.

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