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

Share Proceeding

Featured papers

See More


Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More


Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More


O2. The Streaking Star Effect: Why People Want Individual Winning Streaks to Continue More than Group Streaks

Jesse Walker, Cornell University, USA
Thomas Gilovich, Cornell University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.