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

doi:10.1007/s11002-005-5894-0

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

Marketing

Research output: Contribution to journal › Article › peer-review

36 Scopus citations

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.

Original language	English (US)
Pages (from-to)	309-320
Number of pages	12
Journal	Marketing Letters
Volume	16
Issue number	3-4
DOIs	https://doi.org/10.1007/s11002-005-5894-0
State	Published - Dec 2005

All Science Journal Classification (ASJC) codes

Business and International Management
Economics and Econometrics
Marketing

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1007/s11002-005-5894-0

Cite this

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AU - Bucklin, Randolph E.

AU - Dellaert, Benedict G.C.

AU - Drèze, Xavier

AU - Häubl, Gerald

AU - Jap, Sandy D.

AU - Little, John D.C.

AU - Meyvis, Tom

AU - Montgomery, Alan L.

AU - Rangaswamy, Arvind

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Choice in interactive environments

Abstract

All Science Journal Classification (ASJC) codes

UN SDGs

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