Evaluating the Potential of Interactive Media Through a New Lens- Search Versus Experience Goods

Abstract

The burgeoning growth of interacLive media, and more specifically the internet, as communication vehicles has inspired a fluny of market research that attempts to measure the impact of advertising in the new media, utilizing traditional advertising measurement methods. However, the full impact of these new media will not be realized unless we engage in more thorough research into how to evaluate their polential in terms of their influence on information search behavior.