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.

Autorentext
Dr. Nina Mazar promovierte bei Prof. Dr. Andreas Herrmann am Lehrstuhl für allgemeine Betriebswirtschaftslehre und Marketing I der Universität Mainz. Sie ist Post-Doktorandin und Lehrbeauftragte für Marketing, insbesondere Marketing Management, Consumer Behavior, Decision Making, Behavioral Economics und eCommerce an der MIT Sloan School of Management sowie Teil der eRationality Group im MIT Medialab in Cambridge, USA.

Inhalt
1 Introduction.- 2 Conceptual Framework.- 2.1 The Adaptive Decision Maker.- 2.2 Interactive Decision Aids.- 2.3 Overview of Existing Research.- 3 Hypotheses.- 3.1 Attribute Importance Weights.- 3.2 Consumer Welfare.- 3.3 Objective Differences in Product Choice.- 3.4 Perceived Purchase Risk and Applied Processing Method.- 4 Experiment.- 4.1 Method.- 4.2 Results.- 5 Integrated Discussion of Results.- 5.1 Summary of Results.- 5.2 Managerial Implications.- 6 Conclusions and Future Research.- Appendix 107.- References 113.