E-Customization: Research and Applications from the Cognitive Learning Theory

Abstract

This work reviews and synthesizes cognitive learning theory literature with potential applications to e-customization, highlights parallel work in online and offline marketing as well as information technology, develops a framework for cognitive learning theory, and provides general propositions for future verification. Whereas consumers are heterogeneous with regard to cognitive learning styles and strategies, cognitive learning theory proposes several high levels categories that can be used to segment consumers online and for several e-customization applications. Findings reveal that major theories in cognitive learning has not yet been investigated nor applied in marketing and suggest a positive effect for the congruency between consumer learning styles (strategies) and online message format (content) on communication efficiency, recall, attitude, and decision making. A synthesis review with potnetial applications to e-customization, including online consumer segmentation, information content and format customization, website and recommendation agent auto-adaptation and optimization is furnished.