Some mass-market e-commerce sites, such as Amazon.com, have extended the concept of customization to their customer base.
Amazon has created an affinity group by drawing on certain users' likes and dislikes to make product recommendations to other users. Check out this pioneering online retailer at www.amazon.com.
a. What might motivate some consumers to read a "top selling" list?
b. Is the consumer's level of involvement with online book purchase likely to be high or low?
c. Discuss the consumer buying decision process as it relates to a decision to purchase from Amazon.com.