Human factors determining consumer response to recommenders

James Gavin Phillips, Rowan Peter Ogeil, Alexander Blaszczynski

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Other

1 Citation (Scopus)


The electronic provision of services and the use of consumer loyaltyschemes means that organisations can now track transactions and profileconsumers. Organisations can now monitor valued customers and offerinducements, or monitor vulnerable consumers and issue consumerwarnings. In addition to a consumer s profile, technology may also reveala consumer s location.Hence there is an emerging capability for organisations tospecifically target individual consumers at specific locations with theiradvertising (e.g. when nearing point of sale). The cost of this advertisingmay be comparatively cheap (e.g. internet SPAM), with the consumerpotentially bearing a greater proportion of the cost (e.g. premium SMS).This chapter considers factors that may influence consumer response torecommender agents.It seems that degree of risk, time pressure, as well as the consumers impulse control, intellectual attainment, and mental status will influencecompliance with recommender agents. Using loyalty schemes andtracking transactions may also give some indication of consumers whoexceed their affordable limits. This raises the question as to how best thistechnology can be applied to the concept of consumer protection -corporate ethical practices balancing marketing against consumerprotection
Original languageEnglish
Title of host publicationAdvertising: Types, Trends and Controversies
EditorsEvelyn P Mann
Place of PublicationUnited States
PublisherNova Science Publishers
Pages1 - 25
Number of pages25
ISBN (Print)9781613246795
Publication statusPublished - 2011

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