Consumer online search habits provide opportunity for retailers and advertisers
After identifying a sample of 1,000 digital camera purchases from the browsing and purchase history of more than two million consumers, INFORMS members Bart Bronnenberg of Tilburg University and Carl Mela of Duke University, with Jun Kim of the Hong Kong University of Science and Technology, discovered unique insight on how advertisers and retailers can influence the final purchase. Their findings will be published in the INFORMS journal Marketing Science.