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Choice in Interactive Environments

Author

Listed:
  • Joel Steckel
  • Russell Winer
  • Randolph Bucklin
  • Benedict Dellaert
  • Xavier Drèze
  • Gerald Häubl
  • Sandy Jap
  • John Little
  • Tom Meyvis
  • Alan Montgomery
  • Arvind Rangaswamy

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

Suggested Citation

  • Joel Steckel & Russell Winer & Randolph Bucklin & Benedict Dellaert & Xavier Drèze & Gerald Häubl & Sandy Jap & John Little & Tom Meyvis & Alan Montgomery & Arvind Rangaswamy, 2005. "Choice in Interactive Environments," Marketing Letters, Springer, vol. 16(3), pages 309-320, December.
    • Handle: RePEc:kap:mktlet:v:16:y:2005:i:3:p:309-320
    DOI: 10.1007/s11002-005-5894-0
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    References listed on IDEAS

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    2. Chen, Jie & Teng, Lefa & Yu, Ying & Yu, Xueer, 2016. "The effect of online information sources on purchase intentions between consumers with high and low susceptibility to informational influence," Journal of Business Research, Elsevier, vol. 69(2), pages 467-475.
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    6. Hutzinger, Clemens & Weitzl, Wolfgang J., 2021. "Co-creation of online service recoveries and its effects on complaint bystanders," Journal of Business Research, Elsevier, vol. 130(C), pages 525-538.

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