Interactive Decision Aids

Name: Interactive Decision Aids
Brand: Deutscher Universitats-Verlag
SKU: 9783824480203
Price: 241.15 PLN
Availability: InStock

Effects on Consumers, Retailers, and Manufacturers

Autor: Nina Mazar

Język:

Oprawa: Miękka

Wydawca: Deutscher Universitats-Verlag

Dostępność: Dostępna u dostawcy w małych ilościach

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

Informacje o książce

Autor

Nina Mazar

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2003

strony

156

EAN

9783824480203

ISBN

9783824480203

Enbook ID

06622461

Wydawca

Deutscher Universitats-Verlag

Waga

200

Wymiary

148 x 210 x 9

Pełny opis

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

Informacje o książce

Pełny opis

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