search query: @indexterm market research / total: 2057
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| Author: | Klein, L. R. |
| Title: | Evaluating the potential of interactive media through a new lens: Search versus experience goods |
| Journal: | Journal of Business Research
1998 : MAR, VOL. 41:3, p. 195-203 |
| Index terms: | ADVERTISING MARKET RESEARCH INTERNET MODELS |
| Language: | eng |
| Abstract: | The growth of interactive media, and more specifically the Internet, as communication vehicles has inspired a flurry of market research attempting to measure the impact of advertising in the new media, utilizing traditional advertising measurement methods. The full impact of the new media will not, however, get realized unless more thorough research is undertaken into how to evaluate their potential in terms of their influence on information search behavior. The paper seeks to provide direction for such exploration by proposing a new model of consumer information search that integrates the principles of information economics and a goods classification model basing on the search / experience / credence paradigm. The model will facilitate greater understanding by marketers and academics of how a medium can influence consumer information search through its impact on the critical information consumers have access to prior to product usage. |
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