Human-Computer Interaction

Abstract

Whilst the science of marketing focuses on studying exchange between consumers with companies, human computer interaction focuses on the interaction between users and digital devices. Previous marketing researchers have affirmed that both marketing and information systems research should work together in order to better understand how consumers behave online. It has also been pointed out that the lack of research that combines consumer and technology research into combined perspective suggested that researchers from both HCI and OCB areas are not working together. This limitation in turn represents an opportunity for conducting marketing research on the intersection of this discipline with digital devices. In this chapter we focus on making marketing academics aware of the importance of taking account how Human Computer Interaction is affecting and modifying both marketing research and practice, and will continue to do so in the future as digital technologies evolve.