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Choice in Interactive Environments

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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.

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Authors and Affiliations

  1. New York University, New York, USA

    Joel H. Steckel, Russell S. Winer & Tom Meyvis

  2. University of California, Los Angeles, California, USA

    Randolph E. Bucklin

  3. Universiteit Maastricht, Maastricht, Netherlands

    Benedict G. C. Dellaert

  4. University of Pennsylvania, Pennsylvania, USA

    Xavier Drèze

  5. University of Alberta, Alberta, Canada

    Gerald Häubl

  6. Emory University, Atlanta, USA

    Sandy D. Jap

  7. MIT, USA

    John D. C. Little

  8. Carnegie-Mellon University, Pittsburgh

    Alan L. Montgomery

  9. Pennsylvania State University, Pennsylvania

    Arvind Rangaswamy

Authors
  1. Joel H. Steckel
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  2. Russell S. Winer
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  3. Randolph E. Bucklin
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  4. Benedict G. C. Dellaert
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  5. Xavier Drèze
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  6. Gerald Häubl
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  7. Sandy D. Jap
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  8. John D. C. Little
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  9. Tom Meyvis
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  10. Alan L. Montgomery
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  11. Arvind Rangaswamy
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Corresponding author

Correspondence to Russell S. Winer.

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Steckel, J.H., Winer, R.S., Bucklin, R.E. et al. Choice in Interactive Environments. Market Lett 16, 309–320 (2005). https://doi.org/10.1007/s11002-005-5894-0

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  • DOI: https://doi.org/10.1007/s11002-005-5894-0

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