Targeted Marketing and Customer Search

Nathan Fong, Temple University, USA
Personalized marketing tactics may have unintended effects on customer search behavior. A targeted offer may help get consumers’ attention, but may also weaken consumers’ motivation to search beyond the offered items. This pair of field experiments demonstrates how targeted offers can decrease consumer exploration and discovery.
[ to cite ]:
Nathan Fong (2012) ,"Targeted Marketing and Customer Search", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 943-944.