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—Discussion of “Website Morphing”

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  • Hal Varian

    () (School of Information, University of California, Berkeley, Berkeley, California 94720)

Abstract

Website morphing seems to be a useful technique, with applications beyond matching cognitive style.

Suggested Citation

  • Hal Varian, 2009. "—Discussion of “Website Morphing”," Marketing Science, INFORMS, vol. 28(2), pages 224-224, 03-04.
  • Handle: RePEc:inm:ormksc:v:28:y:2009:i:2:p:224-224
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    File URL: http://dx.doi.org/10.1287/mksc.1080.0471
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    References listed on IDEAS

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    1. Oded Netzer & James M. Lattin & V. Srinivasan, 2008. "A Hidden Markov Model of Customer Relationship Dynamics," Marketing Science, INFORMS, vol. 27(2), pages 185-204, 03-04.
    2. Shane Frederick, 2005. "Cognitive Reflection and Decision Making," Journal of Economic Perspectives, American Economic Association, vol. 19(4), pages 25-42, Fall.
    3. Alan L. Montgomery & Shibo Li & Kannan Srinivasan & John C. Liechty, 2004. "Modeling Online Browsing and Path Analysis Using Clickstream Data," Marketing Science, INFORMS, vol. 23(4), pages 579-595, November.
    4. John Liechty & Rik Pieters & Michel Wedel, 2003. "Global and local covert visual attention: Evidence from a bayesian hidden markov model," Psychometrika, Springer;The Psychometric Society, vol. 68(4), pages 519-541, December.
    5. John R. Hauser & Olivier Toubia, 2005. "The Impact of Utility Balance and Endogeneity in Conjoint Analysis," Marketing Science, INFORMS, vol. 24(3), pages 498-507, August.
    6. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 25(1), pages 78-90, June.
    7. Manohar U. Kalwani & Alvin J. Silk, 1982. "On the Reliability and Predictive Validity of Purchase Intention Measures," Marketing Science, INFORMS, vol. 1(3), pages 243-286.
    8. Christopher W. Allinson, 1996. "The Cognitive Style Index: A Measure of Intuition-Analysis For Organizational Research," Journal of Management Studies, Wiley Blackwell, vol. 33(1), pages 119-135, January.
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    Keywords

    website; morphing; discussion;

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