From the User Interface to the Consumer Interface

Business success requires that advances in technology be designed and applied within a human context. Too often technological advance has occurred without reference to human behavior. While research appreciates that electronic consumers are computer users, and vice-versa, few understand exactly how this is transforming consumer behavior. In other words, technological imagination has surpassed our knowledge of media-based consumer behavior. This paper seeks to re-dress the balance of understanding. By (i) integrating themes in human-computer interaction (HCI) with consumer behavior models and (ii) placing the results within a framework of relevant research issues, we present the conceptual foundations for a consumer interface