The Psychology of an Online Shopping Pioneer

This article presents an analysis of an online shopping experience of marketing professor Bruce Weinberg, as part of his Internet Shopping 24/7 Project. Some people objected to that he is not a typical consumer, that his shopping on the Internet would be unique, an individualistic activity, just an idle curiosity, and therefore not generalizable. Weinberg shops for and/or buys all sorts of products online, showing that almost anything can be purchased electronically. Weinberg is convinced that he showed the superiority of online shopping in savings of time and money. The author of the article believes his analysis is not a fair, unbiased one. He says the experiment is not controlled systematically and plays down the disadvantages of shopping online.