This paper aims to develop and test a method of automating, for online retailers, the practice of adaptive selling, which is typically used by salespeople in face-to-face interactions. This method customizes persuasive messages for individual customers as they navigate a retailer’s website.
KAPTEIN, M., MCFARLAND, R. and PARVINEN, P. (2018). Automated Adaptive Selling. European Journal of Marketing, 52(5/6), pp. 1037-1059.