Dynamic profiling of consumers for customized offerings over the Internet: A model and analysis

Raghu Santanam, P. K. Kannan, H. R. Rao, A. B. Whinston

Research output: Contribution to journalArticlepeer-review

65 Scopus citations


Delivery of customized, targeted advertisement messages, and delivery of customized information products and software products to consumers requires effective gathering and analysis of preference information. In this paper, we propose a model for dynamically profiling consumers' preferences that is based on the theory of questionnaires. The customization procedure is demonstrated for an example scenario of an informational brokerage where real-time financial, marketing, and company information products are offered to consumers. Simulation results show that the information acquisition and search process exhibits a nonlinear behavior in the information gained and the pattern of information gain is similar irrespective of the number of consumers polled.

Original languageEnglish (US)
Pages (from-to)117-134
Number of pages18
JournalDecision Support Systems
Issue number2
StatePublished - Dec 2001


  • Customized advertisements
  • Customized product offerings
  • Dynamic profiling
  • Information search
  • Modeling

ASJC Scopus subject areas

  • Management Information Systems
  • Information Systems
  • Developmental and Educational Psychology
  • Arts and Humanities (miscellaneous)
  • Information Systems and Management


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