Webinars
MSI Webinar: Experience Infusion: How to Improve Customer Experience by Embedding Autotelic Activities in Incidental Activities
The idea that consumers are cognitive misers has influenced the design of online shopping platforms: processes are streamlined and aim to reduce the effort and complexity involved in making purchasing decisions.
This efficiency-driven paradigm is exemplified by industry giants like Amazon, which optimize their platforms to expedite the purchase funnel. However, the emergence of social eCommerce challenges this model by infusing the online shopping experience with engaging, autotelic activities such as games and social interactions.
This webinar will explore the integration of autotelic activities within instrumental shopping tasks. Research indicates that social eCommerce platforms can significantly enhance the shopping experience and decision accuracy by periodically embedding games and social recommendations into the product evaluation process. This approach may be applicable across a range of industries, providing far-reaching implications for both established digital marketplaces and emerging social eCommerce ventures.
speaker
Mathew Chylinski is an Associate Professor in the School of Marketing at the University of New South Wales (UNSW) Business School. His research focuses on modelling customer decision processes, and applications of emerging technologies in consumer markets. He has published in leading academic journals such as Marketing Science, Journal of Academy of Marketing Science, Journal of Retailing. He is a founder and director of the UNSW Metaverse Lab (MLab), a state of the art research laboratory at the UNSW Business School that promotes industry engagement.