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Response to Comments on "Website Morphing"

Author(s)
Hauser, John R.; Urban, Glen L.; Liberali, Guilherme; Braun, Michael
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Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.

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Article is made available in accordance with the publisher's policy and may be subject to US copyright law. Please refer to the publisher's site for terms of use.
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Abstract
Website morphing draws on the Expected Gittins’ solution to a partially observable Markov process, on the rapid consumer-segment updating with Bayesian methods, and on matching a website’s look and feel to a visitor’s cognitive style. In each area there are exciting research opportunities including optimality in the presence of switching costs (within a visit), Bayesian updating of cognitive styles across websites, extensions to other segmentation schemes such as cultural styles, morphing of other website characteristics such as advertising, and applications to other media such as smartphones.
Date issued
2009-03
URI
http://hdl.handle.net/1721.1/52674
Department
Sloan School of Management
Journal
Marketing Science
Publisher
The Institute of Management Sciences and Operation
Citation
Hauser, John R. et al. “Rejoinder--Response to Comments on "Website Morphing".” MARKETING SCIENCE 28.2 (2009): 227-228. © 2009 INFORMS
Version: Final published version
ISSN
0732-2399
1526-548X

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