Interactive Decision Aids

Effects on Consumers, Retailers, and Manufacturers

  • Authors
  • Nina Mažar

Part of the Marken- und Produktmanagement book series (MPM)

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Nina Mažar
    Pages 1-4
  3. Nina Mažar
    Pages 5-25
  4. Nina Mažar
    Pages 27-39
  5. Nina Mažar
    Pages 41-95
  6. Nina Mažar
    Pages 97-102
  7. Nina Mažar
    Pages 103-105
  8. Back Matter
    Pages 107-138

About this book


It is accepted that interactive decision aids, also referred to as agents, are the central component of e-commerce. However, little is known about their advantages and pitfalls for consumers, retailers, and manufacturers in the context of different types of product or attribute categories. How can we then apply these tools effectively?

Nina Mazar examines the effects of an interactive tool that can tailor information extremely fast: the interactive comparison matrix (CM). It provides product related information in a 'product by attribute' matrix and allows products to be sorted by any attribute. The author shows that the interactive CM has the potential to represent a useful and practicable solution matching the needs of both consumers and online retailers. On the one hand, it increases consumers' welfare, and hence might be a solution to escape the threat of increased price fixation of consumers shopping online. On the other hand, it offers retailers the possibility to systematically influence consumers' preference construction and choice. In addition, since retailers' incentives affect the derived demand for manufacturers' brands, these two results show that manufacturers can face a very different situation in an artificial marketplace.


Interactive Tools Marken- und Produktmanagement Online Decision Making Smart Agents e-commece eCommerce internet internet marketing product management retailing

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2003
  • Publisher Name Deutscher Universitätsverlag
  • eBook Packages Springer Book Archive
  • Print ISBN 978-3-8244-8020-3
  • Online ISBN 978-3-322-81679-5
  • Buy this book on publisher's site