Conclusions and Future Research

  title={Conclusions and Future Research},
  author={Nina Mazar},
The challenge for online retailers that cannot or do not want to position themselves as lowcost retailers and undercut rivals on price is to create additional value for customers beyond just offering an unlimited amount of alternatives and information. The latter, although theoretically beneficial, is rather harmful for consumer welfare due to limited cognitive resources (see, e.g., Diehl and Lynch 2001; Urban et al. 1999). Instead, retailers need to offer tools with which they can increase… CONTINUE READING