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Marketing and Interactive Devices : Does a Rose By Another Name Smell the Same ?

Technological developments are blurring the distinctions between TV and PC-based interactive capabilities but widespread consumer acceptance continues to be a critical challenge. After reviewing the concept of interactivity, the paper reports an emprical study that looks at consumer responses to interactive devices. Offering identical benefits but calling it a TV-based or a PC-based interactive device leads to significant differences in the evaluation of the concept. Both the respondent’s sex and prior ownership of a computer influences the consumer responses. Findings from the study are interpolated with technological developments to discuss implications for marketing.