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on Marketing |
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Issue of 2024‒08‒26
two papers chosen by |
| By: | Bhagyashree, Katare; Yenerall, Jacqueline; Zhao, Shuoli; Wang, Xuejian |
| Abstract: | Technological advancements, such as online grocery shopping, have significantly transformed consumer retail environments and experiences. Effectively studying consumer behavior in these new environments requires the use of novel methodological approaches, which will also aid in the development of interventions to encourage healthy and sustainable consumption. This paper begins by providing an overview of the current literature on novel approaches to analyzing consumer behavior. To contribute to this literature, the paper also examines consumer decision-making pathways within online grocery shopping platforms. Specifically, the paper focuses on exploring the consumers' digital footprints, such as page visits, product additions and removals, and interactions with information labels to identify patterns and interests in consumer responses to healthy and sustainable consumption. The study investigates potential heterogeneities in consumers’ socio-demographics and attitudes, aiming to provide insights for shaping online shopping environments to promote healthy and sustainable food choices. Findings highlight the potential benefits of integrating consumer search tracking data with environment design to facilitate informed and conscious food choices. |
| Keywords: | Food Consumption/Nutrition/Food Safety |
| Date: | 2024–07–26 |
| URL: | https://d.repec.org/n?u=RePEc:ags:cfcp15:344348 |
| By: | Chiara Farronato; Andrey Fradkin; Chris Karr |
| Abstract: | Understanding the behavior of users online is important for researchers, policymakers, and private companies alike. But observing online behavior and conducting experiments is difficult without direct access to the user base and software of technology companies. We introduce Webmunk, an open-source tool designed to make conducting online studies much easier. The user-facing side of Webmunk is a browser extension that can track consumer browsing behavior and experimentally modify consumers experiences as they browse the Internet. It can be installed just like any other browser extension, such as ad blockers. Through this extension, researchers can collect a host of consumer data, from URLs to web page HTML elements, clicks, and scroll positions. The extension can also modify information and change the look of a web page, allowing for researchers to implement interventions that vary across study participants. A key advantage of this approach is that interventions occur while participants are engaging in real world activities such as shopping, browsing the news, using social media, or searching for information. We demonstrate the power of Webmunk by discussing two studies in progress. |
| JEL: | K2 L4 M0 |
| Date: | 2024–07 |
| URL: | https://d.repec.org/n?u=RePEc:nbr:nberwo:32694 |