Leveraging the Internet for Global BrandingJan 01, 2000 Rohit Deshpandé, Harvard Business School
Electronic Shopping for Wine: How Search Costs Affect Consumer Price Sensitivity, Satisfaction with Merchandise, and RetentionFeb 1, 1999 John G. Lynch, Jr. and Dan Ariely, 1999, 99-104
Investigates whether a potential increase in consumer price sensitivity resulting from easier access to price comparisons via electronic retailing is offset by a decrease in price sensitivity from easier access to product-differentiating nonprice information. MSI Best Paper Award Winner
The Power of Curiosity: Motivating Consumers to LearnJan 01, 1999
This Web experiment demonstrated that curiosity can motivate consumers to search for information and learn about new products.
The Dynamics of Marketing in CyberspaceJan 01, 1999
Many retailers fear the easy price comparisons that e-shopping offers to consumers. This study argues that retailers should embrace the lowered search costs of cyberspace.
Marketing in the Digital AgeJan 1, 1999 Raymond R. Burke, Arvind Rangaswamy, and Sunil Gupta, 1999, 99-500
Uses examples from leading-edge practice to investigate how Internet and digital technologies are enhancing marketing research, and how current developments may alter the nature and scope of the marketing research function.
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