The question of how current developments in information technology will affect the consumer interest has already been the subject of rather extensive literature. The value of much of it is limited by a threefold restriction: (a) the concept of consumer interest remains diffuse; (b) possible effects are analysed only from the perspective of individual consumer decision-making; (c) assumptions about development and diffusion of information technology may be unwarranted. Let me first discuss how Gronmo confronts these restrictions in his paper, before commenting on his conclusions.
- Gronmo distinguishes consumer "interests" from consumer "wants"; the former are of an "objective" character, while the latter are "subjective." Given that objective interests are assumed to exist, it follows that consumers may not be aware of their "true" interests. This, in turn, influences consumers' strategic position.
I have never found anyone who was able to show clearly what consumers' "true interests" are. The nearest one seems to be able to come is to show that those wants which consumers, after thorough reflection, find inconsistent with their higher-level goals, are not in their "true" interest (Scherhorn, 1980). But this is a formal criterion and cannot be used to infer objective interests for consumers in the aggregate. The one interest about which all consumers certainly will agree is stated by Gronmo quite clearly: "Consumers are interested in satisfying their needs, usually byqaurchasing the necessary products with the highest possible qualities and the lowest possible prices." This, however, is certainly an inter~est every consumer is aware of. Hence, I find the distinction between "objective" interests and "subjective" needs quite unnecessary.
- If we use consumer interest in high quality and low prices as a starting point, and if the analysis is limited, as Gronmo's is, to effects of the use of information technology by suppliers and consumers, leaving aside effects caused by use of these technologies in other