Choice Facilitating Effects of Online Shopping Agents in the Face of Missed Opportunities

Demetra Andrews, University of Houston, USA
Prior research on the effects of missed opportunities has demonstrated increased likelihood of brand switching and choice deferral following a missed sale on a desired item. These studies have typically considered decisions made by the consumer without external assistance. However, recent reports and observations indicate that consumers are increasingly employing Internet-based decision aids to extend search efforts and to facilitate choice. Findings from three studies suggest that online shopping agents are efficacious in mitigating the negative consequences of missed sales and special offers. Moreover, these choice facilitative effects manifest even when the shopping agent causes an opportunity to be missed.
[ to cite ]:
Demetra Andrews (2010) ,"Choice Facilitating Effects of Online Shopping Agents in the Face of Missed Opportunities", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 602-603 .