Designing marketplaces of the artificial with consumers in mind: Four approaches to understanding consumer behavior in electronic environments

Steven Bellman, Eric J. Johnson, Gerald L. Lohse, Naomi Mandel

Research output: Contribution to journalArticle

37 Citations (Scopus)

Abstract

Marketers face a myriad of decisions when developing a Web site for e-commerce. In this article, we attempt to organize our current understanding of consumer behavior into streams of research that address the development of marketplaces for the digital economy. We start by characterizing computer-based decision environments as Marketplaces of the Artificial, arguing that the unbundling of product information from products presents many decisions and opportunities for the design of decision environments. We then review four areas of research, identifying themes in each area. These areas are (a) the economics of search, (b) cognitive cost approaches, (c) constructed preference approaches, and (d) phenomenological approaches. We illustrate each approach, highlighting its assumptions and discussing examples of research questions and results.

Original languageEnglish (US)
Pages (from-to)21-33
Number of pages13
JournalJournal of Interactive Marketing
Volume20
Issue number1
DOIs
StatePublished - Dec 2006

Fingerprint

Consumer behaviour
Marketers
Product information
Unbundling
Economics
Costs
Web sites
Constructed preferences
Electronic commerce
Digital economy

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

Cite this

Designing marketplaces of the artificial with consumers in mind : Four approaches to understanding consumer behavior in electronic environments. / Bellman, Steven; Johnson, Eric J.; Lohse, Gerald L.; Mandel, Naomi.

In: Journal of Interactive Marketing, Vol. 20, No. 1, 12.2006, p. 21-33.

Research output: Contribution to journalArticle

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