Marketing Letters

, Volume 10, Issue 3, pp 285–300

Agents to the Rescue?


  • Patricia M. West
    • Ohio State University
  • Dan Ariely
    • Massachusetts Institute of Technology
  • Steve Bellman
    • University of New South Wales
  • Eric Bradlow
    • University of Pennsylvania
  • Joel Huber
    • Duke University
  • Eric Johnson
    • University of Pennsylvania
  • Barbara Kahn
    • University of Pennsylvania
  • John Little
    • Massachusetts Institute of Technology
  • David Schkade
    • University of Texas

DOI: 10.1023/A:1008127022539

Cite this article as:
West, P.M., Ariely, D., Bellman, S. et al. Marketing Letters (1999) 10: 285. doi:10.1023/A:1008127022539


The advent of electronic environments is bound to have profound effects on consumer decision making. While the exact nature of these influences is only partially known it is clear that consumers could benefit from properly designed electronic agents that know individual users' preferences and can act on their behalf. An examination of the various roles agents perform is presented as a framework for thinking about the design of electronic agents. In addition, a set of goals is established that include both outcome-based measures, such as improving decision quality, as well as process measures like increasing satisfaction and developing trust.

agentse-commerceconsumer choice
Download to read the full article text

Copyright information

© Kluwer Academic Publishers 1999