ABSTRACT
No one would deny that rapidly advancing technology in media and information
delivery-from cable, wireless, and Internet developments to enhanced data storage and
the ability to integrate and share information across massive user networks-is destined
to have its effects on consumer behavior. Consumers increasingly use the Internet to
search for information and evaluate product alternatives before purchasing. Many
commentators claim that information access will empower consumers with enhanced
decision-making capabilities. This has been stimulated by the belief that if a more
complete range of information is made available to consumers they will take the time to
sift through the material to arrive at a more thought-through, considered decision. But
will they? This chapter explores the issue of whether the Internet puts consumers in the
“driving seat,” or whether delivery of this promise will be impeded by fundamental
limitations of the human condition.
