1 research outputs found
Transforming Digital Traces of Consumer Behaviors Into Communicative Content in Product Design
The widespread digitization of consumers’ daily lives creates a plethora of digital traces of
consumers’ product-related behaviors. These traces have the potential to be turned into
meaningful communicative and observable content by the services that possess them. For
example, Spotify displays what users’ friends are listening to; Hotels.com shows how many
other users are currently viewing a particular hotel; and crowdfunding platform
Gofundme.com exhibits the names of recent backers for a given cause. As such, digitization has
profoundly increased the potential observability of consumers’ product-related behaviors.
Researchers from both the Information Systems and the Marketing disciplines have taken an
interest in investigating the impact of such digitally observable behaviors, and nascent research
has found them to have a significant impact on the choices of those exposed to it. However, this
dissertation demonstrates that the phenomenon is undertheorized and lacks empirical insights
to inform the future design of digital products and services with behavior-based information