Choice in Computer-Mediated Environments

Marketing Letters, Vol. 8, No. 3, pp. 287-296, 1997

10 Pages Posted: 29 Jun 2009

See all articles by Russell S. Winer

Russell S. Winer

New York University (NYU) - Department of Marketing

John Deighton

Harvard Business School - Marketing Unit

Sunil Gupta

Harvard University - Business School (HBS)

Eric J. Johnson

Columbia Business School - Marketing

Barbara Mellers

University of California, Berkeley - Marketing Group; University of Pennsylvania - Marketing Department

Vicki Morwitz

New York University (NYU) - Department of Marketing

Thomas C. O'Guinn

University of Wisconsin - Madison - Department of Marketing; University of Illinois

Arvind Rangaswamy

Pennsylvania State University - Department of Marketing

Alan Sawyer

affiliation not provided to SSRN

Date Written: 1997

Abstract

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 computer mediated 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.

Keywords: consumer choice, internet

Suggested Citation

Winer, Russell S. and Deighton, John and Gupta, Sunil and Johnson, Eric J. and Mellers, Barbara and Morwitz, Vicki and O'Guinn, Thomas C. and Rangaswamy, Arvind and Sawyer, Alan, Choice in Computer-Mediated Environments (1997). Marketing Letters, Vol. 8, No. 3, pp. 287-296, 1997. Available at SSRN: https://ssrn.com/abstract=1424027

Russell S. Winer (Contact Author)

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
212-998-0540 (Phone)
212-995-4006 (Fax)

John Deighton

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Sunil Gupta

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Eric J. Johnson

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Barbara Mellers

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States

University of Pennsylvania - Marketing Department

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

Vicki Morwitz

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

Thomas C. O'Guinn

University of Wisconsin - Madison - Department of Marketing ( email )

975 University Avenue
Madison, WI 53706
United States
608-265-2485 (Phone)

HOME PAGE: http://www.bus.wisc.edu/faculty/facdetails.asp?id=494

University of Illinois ( email )

1206 South Sixth Street
Champaign, IL 61820
United States

Arvind Rangaswamy

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

Alan Sawyer

affiliation not provided to SSRN ( email )

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