Consumer informedness plays a critical role in determining consumer choice in the presence of information technology (IT) deployed by competing firms in the marketplace. Using data collected through a series of stated choice experiments in two different research contexts, we examine how consumer...

Social influence shapes consumers' decision-making process by observing other consumers' actions. Having shown that social influence affects consumers' actual purchases (beyond price and discount) using longitudinal secondary data from Groupon, we conducted a lab experiment, including eye...