How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy

@article{Clemons2008HowIC,
  title={How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy},
  author={Eric K. Clemons},
  journal={Journal of Management Information Systems},
  year={2008},
  volume={25},
  pages={13 - 40}
}
  • E. Clemons
  • Published 2008
  • Business, Computer Science
  • Journal of Management Information Systems
Information availability has increased consumers' informedness, the degree to which they know what is available in the marketplace, with precisely which attributes and at precisely what price. This informedness has altered the demand side of market behavior: customers now discount more heavily when comparable products are available from competitors and when products do not meet their wants, needs, cravings, and longings, but they no longer discount as heavily when purchasing unfamiliar products… Expand
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135 Citations
Highly Influential Citations
10
Background Citations
71
Methods Citations
8

135 Citations

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Citation Type

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Consumer informedness plays a critical role in determining consumer choice in the presence of information technology (IT) deployed by competing firms in the marketplace. Using data collected through… Expand
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Today's firms should view product design and investments to reduce buyer uncertainty as an integrated process, which is in turn heavily influenced by how much information buyers can obtain independently, for example, by reading other buyers' reviews or by accessing third party infomediaries. Expand
Carrying your long tail: Delighting your consumers and managing your operations
TLDR
Evidence from earlier recessions suggests that in an era of excess capacity and pressures on consumers to find the best possible prices, competing through resonance offerings may represent an important source of protected profits. Expand
Reducing Buyers' Uncertainty About Taste-Related Product Attributes
TLDR
It is shown that firms must consider the variance, but not the mean, of buyer reviews, to determine the need to invest in reducing consumer uncertainty about taste-related attributes. Expand
Carrying Your Long Tail: Hitting the Sweet Spots, Delighting Your Customers, and Controlling Your Costs
  • E. Clemons, P. Nunes
  • Economics, Computer Science
  • 2010 43rd Hawaii International Conference on System Sciences
  • 2010
TLDR
Evidence from earlier recessions suggests that competing through resonance offerings may represent an important source of protected profits, and yet, carrying a long tail and selling into sweet spots requires new skills, both for locating targets of opportunities and for controlling costs. Expand
Buying in: the influence of interactions at farmers’ markets
Many consumers are motivated to attend Farmers’ Markets (FMs) because of the opportunity to purchase fresh and local products. The subsequent interactions at FMs provide an important pathway for the… Expand
A Preliminary Test of the Resonance Marketing Hypothesis: Guidance for Future Research Assessing Multi-Attribute Preferences in Horizontal Competition
The Resonance Marketing hypothesis suggests that in an era of nearly perfect online information consumers will be able to know everything about products that interest them, including their exact… Expand
CONSUMER INFORMEDNESS AND HYPERDIFFERENTIATION: AN EMPIRICAL TEST OF THE TRADING DOWN AND TRADING OUT HYPOTHESES
Consumer informedness plays a critical role in determining consumer choice. Companies now use hyper- differentiation and resonance marketing strategies to benefit from the long-tail. We test the… Expand
Information Transparency in Business-to-consumer Markets: Concepts, Framework, and Research Agenda
The Internet has brought about significant changes in the availability of market information in many industries. E-commerce technologies provide sellers with opportunities to design electronic… Expand
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References

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