Choice in interactive environments

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

Research output: Contribution to journalArticlepeer-review

35 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)309-320
Number of pages12
JournalMarketing Letters
Issue number3-4
StatePublished - Dec 2005

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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