ABSTRACT
Whereas marketing science focuses on studying exchanges between consumers and companies, human-computer interaction (HCI) focuses on the interaction between users and digital devices. As digital technologies are constantly altering the ways consumers interact with companies, marketers need to be aware of how human-computer interaction a ects marketing research and practice. Marketing researchers consider that marketing and information systems researchers should work together to provide better understanding of online consumer behaviour (OCB). It has also been pointed out that the lack of research with a combined perspective from consumer and technology research suggests that researchers from HCI and OCB areas are not working together. This limitation represents an opportunity for conducting marketing research where it intersects with digital devices and interaction plays a key role. In this chapter we focus on making marketing academics aware of the importance of taking into account the way human-computer interaction is a ecting and modifying marketing research and practice and will continue to do so in the future as digital technologies evolve.
