Computer Mediated Evnvironments

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consumers are able to check airline flight schedules and make reservations, purchase a wide variety of products, and discuss product performance with other consumers, are becoming very popular. Households in Chicago and San Francisco can purchase groceries from home using computer software marketed by Peapod, Inc. This latter service allows consumers to search within a product category using attributes such as price, calories, sugar content, and package size. Car manufacturers such as BMW regularly mail CD-ROMs to potential customers with video shots of the cars and data both about the cars and their competitors. Durable goods can be purchased through CUC International’s Shopper’s Advantage membership-based service (www.cuc.com). “Virtual” shopping experiences (Burke 1996) enable marketing researchers to simulate a buyer’s actual experience in a supermarket with remarkable accuracy.
While the Internet has been around since the 1960s, only since the development of the WWW ...

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on the research implications of CMEs for better understanding consumer choice. Because of their interactive, dynamic nature, CMEs provide a rich environment for studying choice. In particular, we examine the following different areas for research using CMEs: (1) decision processes, (2) advertising/communications, (3) brand choice, (4) “communities” around brands, and (5) pricing. An important question that we explore is whether or not the CMEs give rise to new research issues, i.e., are CMEs generating new theories, or are they simply a different (albeit exciting) new laboratory for testing existing theories.

1. Decision Processes
While CME environments permit users to perform ...

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