Interactive Decision Aids - Effects on Consumers, Retailers, and Manufacturers (Paperback, Softcover reprint of the original 1st ed. 2003)

Nina Mazar examines the effects of an interactive tool that can tailor information extremely fast: the interactive comparison matrix (CM). It provides product related information in a 'product by attribute' matrix and allows products to be sorted by any attribute. The author shows that the interactive CM has the potential to represent a useful and practicable solution matching the needs of both consumers and online retailers.