Technological advances increasingly provide marketers with the opportunity to empower consumers. Consumer empowerment is a positive subjective state evoked by consumer perceptions of increasing control. As a positive state, increasing consumer empowerment should be associated with increasing consumer satisfaction. If such a relationship exists, it may be influenced by a number of contextual var...

Direct-to-consumer genetic testing (DTCGT), which includes both the advertising and offer of genetic tests directly to the public [1], existed for many years before the, now famous, companies such as deCODE and 23andme made their appearance on the market [2]. However, the sharp increase in companies offering DTC-GT over the last 3 years has sparked much regulatory and ethical debate [3–5]. The ...

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher be...

Consumer Generated Media(CGM) is growing rapidly and the amount of content is increasing. However, it is often difficult for users to extract important contents and the existence of contents recording their experiences can easily be forgotten. As there are no methods or systems to indicate the subjective value of the contents or ways to reuse them, subjective annotation appending subjectivity, ...

Consumer behaviour at pure Internet players has been analysed thoroughly in earlier work. When it comes to retailers with multiple distribution channels, however, new behaviour patterns can be observed. Given the fact that multi-channel retailing is much more common than Internet-only, the analysis of consumer behaviour in a multi-channel context constitutes a challenge for the deeper understan...

In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Across the world, celebrities have been used for a wide variety of brands. The crescendo of celebrities endorsing brands has been ste...

Introduction My charge as part of this workshop was to serve as one of two formal discussants, focusing in particular on how well the proposed redesigns address the key methodological and cognitive concerns expressed in various forums with regard to the Consumer Expenditure Surveys. I greatly appreciate the opportunity to review many of the papers and presentations on the methodological concern...

This paper explores whether and how a firm should adapt its strategy in view of consumer use of prior customer ratings. Specifically, we consider optimal pricing and whether the firm should offer an unexpected frill to early customers to enhance their product experiences. We show that if price history is unobserved by consumers, a forward-looking firm should always modify its strategy from sing...

Consumer Generated Media(CGM) is growing rapidly and the amount of content is increasing. However, it is often difficult for users to extract important contents and the existence of contents recording their experiences can easily be forgotten. As there are no methods or systems to indicate the subjective value of the contents or ways to reuse them, subjective annotation appending subjectivity, ...

INTRODUCTION Genetic testing remains low among racial/ethnic minority populations in the United States. We aimed to determine the prevalence and correlates of awareness of direct-to-consumer (DTC) genetic tests and the prevalence of genetic test use in a population-based sample of adults in Puerto Rico. METHODS We analyzed data from adults aged 18 years or older who completed information on g...