Mysimon Sez: Reducing Negative Consequences of Missed Sales Via Online Shopping Agents

Demetra Andrews, University of Houston
Inaction inertia occurs when people pass on a good deal because they have previously missed out on a great one. This behavior may produce negative consequences for consumers in the form of forestalled realization of utility and for commercial entities in the form of denied revenues and possibly negative word-of-mouth if the consumer believes the current offer to be unfair or unreasonably high-priced. This research finds evidence that use of an online shopping agent can reduce the likelihood of inaction inertia and thus, may mitigate some negative consequences of a missed sale.
[ to cite ]:
Demetra Andrews (2008) ,"Mysimon Sez: Reducing Negative Consequences of Missed Sales Via Online Shopping Agents", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1017-1017.