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商品編號： ROT361 出版日期： 2018/05/01 作者姓名： Soman, Dilip;Kim, Melanie;An, Jessica 商品類別： Marketing 商品規格： 5p 再版日期： 地域： 產業： 個案年度： -
商品敘述：
As consumer touchpoints increasingly migrate online, it is important to understand how human nature manifests itself in a digital environment. The authors-including the head of the University of Toronto''s Behavioural Economics in Action research institute-describe five behavioural biases brought on by a digital environment and present their research findings on three characteristics of digital behaviour: the ''screen effect''; the choice-engine effect; and the connectivity effect. They make it clear that online decision making is not merely the digitization of decision making in a brick-and-mortar world: It is a playing field with completely different rules.
涵蓋領域：
Behavioral economics;Marketing
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