Let Their Mouseclicks Do the Walking: How Consumers Use the Internet to Shop
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Meet the “cybermediaries”: how consumers find and choose products on the Internet.
With the tremendous number of Web sites available and the huge number of people surfing the Web each day, how can people organize information and decide where to click? A cybermediary often is the answer: an intermediary that filters and organizes online information so customers can identify and evaluate alternatives more efficiently....
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Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, UK. His primary research interests include consumer behavior and lifestyle issues; branding strategy; the symbolic aspects of products; the psychology of fashion, decoration, and image; services marketing; and the development of visually oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects in the UK, Scandinavia, Australia, and Latin America. His books include Consumer Behavior: Buying, Having, and Being. Solomon received the Cutty Sark Men’s Fashion Award for his work on the psychology of clothing.
