It is becoming increasingly important for firms to know when to take steps to reduce buyers' uncertainty about their products and services. This article focuses on investments that firms can make to reduce buyers' uncertainty about taste-related product attributes. Using an analytical model, we...

Apart from reducing buyer search costs, web-based commerce has also enabled the use ofintelligent agent technologies that reduce seller search costs by targeting buyers, customizing,and pricing products in real-time. Our model of an electronic market with customizable productsanalyzes the...