The Empowered Customer
Andrew D. Gershoff and
Gita V. Johar, Directors
Online agents can produce recommendations for customers. What are the best ways of providing this kind of advice? What do customers really want?
Papers
“Recommendation or Evaluation? Task Sensitivity in Information Source Selection” (PDF), by Andrew D. Gershoff, Susan M. Broniarczyk and Patricia M. West
“Consumer Acceptance of On-line Agent Advice: Extremity and Positivity Effects” (PDF), by Andrew D. Gershoff, Ashesh Mukherjee and Anirban Mukhopadhyay
“Using a Community of Knowledge to Build Intelligent Agents” (PDF), by Andrew D. Gershoff and Patricia M. West
