A decade has passed since consumers began using the Internet in decision-making and advertisers targeted online consumers. Yet despite the medium’s ability to track consumer behavior and conduct field experiments, a quick literature review reveals few scholarly papers with online field experiments. For example, a study of design elements in business-to-business and business-to-consumer banner advertisements closed with a call for experimental research to test design elements (Lohtia, Donthu, & Hersberger, 2003). This roundtable serves two broad purposes: introduce simple methods to conduct online field experiments of consumer behavior and develops a dialog on fruitful theoretic approaches to online consumer behavior.


Piyush Sharma, Jamie Murphy, and Steffen Zorn (2009) ,"Participants:", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 388-390.


Piyush Sharma, Hong Kong Polytechnic University
Jamie Murphy, The University of Western Australia
Steffen Zorn, The University of Western Australia


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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