The Clickstream Project
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Eric J. Johnson, Director |
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Electronic environments provide a significant increase in what we know about customers. One example of this is clickstream data: the path of mouseclicks made by users as they navigate a Web site. We have been among the leaders in learning how to analyze these kinds of data and understanding how to turn them into useful information about customer behavior. This work leverages research — started in the 1980s — that used “mousetracks” to understand customer behavior.
Papers
“Digitizing Consumer Research” (PDF), by Eric J. Johnson
“Cognitive Lock-In and the Power Law of Practice” (PDF), by Eric J. Johnson, Steven Bellman and Gerald L. Lohse
“When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices” (PDF), by Naomi Mandel and Eric J. Johnson
“On the Depth and Dynamics of Online Search Behavior” (PDF), by Eric J. Johnson, Wendy W. Moe, Peter S. Fader, Steven Bellman and Gerald L. Lohse
“Choice in Computer-Mediated Environments” (PDF), by Russel S. Winer, John Deighton, Sunil Gupta, Eric J. Johnson, Barbara Mellers, Vicki G. Morwitz, Thomas O’Guinn, Arvind Rangaswamy and Alan G. Sawyer
“Agents to the Rescue?” (PDF), by Patricia M. West, Dan Ariely, Steven Bellman, Eric Bradlow, Joel Huber, Eric J. Johnson, Barbara Kahn, John Little and David Schkade
“Designing Marketplaces of the Artificial: Four Approaches to Understanding Consumer Behavior in Electronic Environments” (PDF), by Steven Bellman, Eric J. Johnson, Gerald Lohse and Naomi Mandel
