Consumers' Internet and Internet Consumers: Exploring Internet-Based Electronic Decision Aids

Michael Merz, Ph.D. Student, Department of Marketing, University of Hawaii
Qimei Chen, Assistant Professor of Marketing, University of Hawaii

Consumers’ Internet and Internet Consumers: Exploring Internet-Based Electronic Decision-Aids

Michael Merz, University of Hawaii

Qimei Chen, University of Hawaii

 

The development and fast dissemination of the Internet has not only resulted in an explosion of information and therewith the potential danger of information overload but also in technological developments that help consumers make their choices. In this study, we propose that using Internet’s own technological development to alleviate consumers’ information overload might be the ultimate solution to help consumers’ make better decisions.  Specifically, we demonstrate that Internet’s technological advancement can be used to (1) reduce consumers’ perceived information overload; (2) replace or supplement consumers’ choice heuristics; (3) redefine consumers’ optimal choice; and (4) reduce consumers’ post choice cognitive dissonance.

[ to cite ]:
Michael Merz and Qimei Chen (2006) ,"Consumers' Internet and Internet Consumers: Exploring Internet-Based Electronic Decision Aids", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 301-302.