Interactive Decision Aids

Name: Interactive Decision Aids
Brand: Deutscher Universitats-Verlag
SKU: 9783824480203
Price: 276.36 RON
Availability: InStock

Effects on Consumers, Retailers, and Manufacturers

Autor: Nina Mazar

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Legare: Carte broșată

Editura: Deutscher Universitats-Verlag

Disponibilitate: În depozitul extern

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It is accepted that interactive decision aids, also referred to as agents, are the central component...

Informații despre carte

Autor

Nina Mazar

Limbă

engleză

Legare

Carte - Carte broșată

Publicat

2003

Pagini

156

EAN

9783824480203

ISBN

9783824480203

Enbook ID

06622461

Editura

Deutscher Universitats-Verlag

Greutate

200

Dimensiuni

148 x 210 x 9

Descriere completă

It is accepted that interactive decision aids, also referred to as agents, are the central component of e-commerce. However, little is known about their advantages and pitfalls for consumers, retailers, and manufacturers in the context of different types of product or attribute categories. How can we then apply these tools effectively? §Nina Mazar examines the effects of an interactive tool that can tailor information extremely fast: the interactive comparison matrix (CM). It provides product related information in a 'product by attribute' matrix and allows products to be sorted by any attribute. The author shows that the interactive CM has the potential to represent a useful and practicable solution matching the needs of both consumers and online retailers. On the one hand, it increases consumers' welfare, and hence might be a solution to escape the threat of increased price fixation of consumers shopping online. On the other hand, it offers retailers the possibility to systematically influence consumers' preference construction and choice. In addition, since retailers' incentives affect the derived demand for manufacturers' brands, these two results show that manufacturers can face a very different situation in an artificial marketplace.

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Interactive Decision Aids

Effects on Consumers, Retailers, and Manufacturers

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