Today, consumers exert fuller control over their choices than ever before, a development heralded as greatly empowering for the consumer. But is it possible fro them to have too much control? INSEAD Professors Carmon, Chattopadhyay, Wertenbroch and colleagues pose this and other questions, and describe a set of research directions for understanding the consequences of increased consumer control and the factors that shape consumers’ experiences.
Content: Article
Authors: Amitava Chattopadhyay, Klaus Wertenbroch, Ziv Carmon
Source: INSEAD Knowledge
Subjects: Customer Related, Marketing / Sales
Authors: Amitava Chattopadhyay, Klaus Wertenbroch, Ziv Carmon
Source: INSEAD Knowledge
Subjects: Customer Related, Marketing / Sales
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old Title: Consumer Control and Empowerment: A Primer