Choice in Computer-Mediated Environments
Coauthor(s): Russell Winer, J. Deighton, Sunil Gupta, B. Mellers, V. Morwitz, T. O'Guinn, A. Rangaswamy, Alan Sawyer.
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In the last several years, the increased diffusion of computer and telecommunications technologies in businesses and homes has produced new ways for organizations to connect with their customers. These computermediated environments (CMEs) such as the World Wide Web raise new research questions. In this paper, we examine the potential research issues associated with CMEs in five areas: (1) decision processes, (2) advertising and communications, (3) brand choice, (4) brand communities, and (5)pricing.
Source: Marketing Letters
Winer, R., J. Deighton, S. Gupta, Eric Johnson, B. Mellers, V. Morwitz, T. O'Guinn, A. Rangaswamy, and A. Sawyer. "Choice in Computer-Mediated Environments." Marketing Letters 8, no. 3 (July 1997): 287-96.