chapter  13
Advertising in an Interactive Environment: A Research Agenda
Pages 20

The use of interactive technology, such as the World Wide Web, provides advertisers with a new medium for transmitting their message about various products and services. Much attention has been paid-primarily in the popular press-to the potential of this medium for marketers and for consumers. There is, however, a dearth of research to provide information about how consumers will use the medium and the effect of this medium on consumer knowledge and choice. The objective of this chapter is to present an agenda for research that can address the issues of whether and how the medium affects consumptionrelated decisions.