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Interpreting Purchasing Power

A visit with Suraj Commuri, Assistant Professor, Marketing Department

By LuAnne Roth
Published: - Topics: marketing consumerism Marketing Mavericks marriage personal finance

Marketing Mavericks

Topics: marketing Marketing Mavericks

“Marketing Mavericks”—people who exercise a new kind of power in the online world by influencing consumer behavior online. How people use this online information from specific purchasing websites (such as Amazon.com), where people post reviews of products and where other people read those reviews as part of their decision-making process. Research methods: using the internet to unobtrusively gather data about people’s real behavior, prior to more direct investigation by questionnaire or interview.