Response to Comments on "Website Morphing"
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...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | en_US |
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The Institute of Management Sciences and Operation
2010
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| Online Access: | http://hdl.handle.net/1721.1/52674 https://orcid.org/0000-0002-9983-4237 https://orcid.org/0000-0001-8510-8640 |
| _version_ | 1811087311697346560 |
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| author | Hauser, John R. Urban, Glen L. Liberali, Guilherme Braun, Michael |
| author2 | Sloan School of Management |
| author_facet | Sloan School of Management Hauser, John R. Urban, Glen L. Liberali, Guilherme Braun, Michael |
| author_sort | Hauser, John R. |
| collection | MIT |
| description | 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. |
| first_indexed | 2024-09-23T13:44:04Z |
| format | Article |
| id | mit-1721.1/52674 |
| institution | Massachusetts Institute of Technology |
| language | en_US |
| last_indexed | 2024-09-23T13:44:04Z |
| publishDate | 2010 |
| publisher | The Institute of Management Sciences and Operation |
| record_format | dspace |
| spelling | mit-1721.1/526742022-10-01T16:46:19Z Response to Comments on "Website Morphing" Hauser, John R. Urban, Glen L. Liberali, Guilherme Braun, Michael Sloan School of Management Hauser, John R. Hauser, John R. Urban, Glen L. Liberali, Guilherme Braun, Michael 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. 2010-03-17T17:40:37Z 2010-03-17T17:40:37Z 2009-03 2008-12 Article http://purl.org/eprint/type/JournalArticle 0732-2399 1526-548X http://hdl.handle.net/1721.1/52674 Hauser, John R. et al. “Rejoinder--Response to Comments on "Website Morphing".” MARKETING SCIENCE 28.2 (2009): 227-228. © 2009 INFORMS https://orcid.org/0000-0002-9983-4237 https://orcid.org/0000-0001-8510-8640 en_US http://dx.doi.org/10.1287/mksc.1080.0485 Marketing Science 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. application/pdf The Institute of Management Sciences and Operation INFORMS |
| spellingShingle | Hauser, John R. Urban, Glen L. Liberali, Guilherme Braun, Michael Response to Comments on "Website Morphing" |
| title | Response to Comments on "Website Morphing" |
| title_full | Response to Comments on "Website Morphing" |
| title_fullStr | Response to Comments on "Website Morphing" |
| title_full_unstemmed | Response to Comments on "Website Morphing" |
| title_short | Response to Comments on "Website Morphing" |
| title_sort | response to comments on website morphing |
| url | http://hdl.handle.net/1721.1/52674 https://orcid.org/0000-0002-9983-4237 https://orcid.org/0000-0001-8510-8640 |
| work_keys_str_mv | AT hauserjohnr responsetocommentsonwebsitemorphing AT urbanglenl responsetocommentsonwebsitemorphing AT liberaliguilherme responsetocommentsonwebsitemorphing AT braunmichael responsetocommentsonwebsitemorphing |