Foundations of Marketing 5th Edition by Ferrell,William Pride

Exercise 30

Some mass-market e-commerce sites, such as Amazon.com, have extended the concept of customization to their customer base. Amazon.com has created an affinity group by drawing on certain users' likes and dislikes to make product recommendations to other users. Check out this pioneering online retailer at www.amazon.com.
a. What might motivate some consumers to read a "Top Selling" list
b. Is the consumer's level of involvement with an online book purchase likely to be high or low
c. Discuss the consumer buying decision process as it relates to a decision to purchase from Amazon.com.