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

  title={How Information Changes Consumer Behavior and How Consumer Behavior Determines Corporate Strategy},
  author={Eric K. Clemons},
  journal={Journal of Management Information Systems},
  pages={13 - 40}
  • E. Clemons
  • Published 1 September 2008
  • Business
  • 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… 

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