ABSTRACT
Specifically, this new information explosion will drastically affect the way consumers will
behave. Research in marketing is still grappling with this new development. Though some
papers (Deighton, 1997; Peterson, Balasubramaniam, & Bronnenberg, 1997) investigated the
implications of the Internet on consumer decision making, this research is still at a very
early stage. One possible reason for this can be the dynamic nature of these innovations.
