Some mass-market e-commerce sites, such as Amazon, have extended the concept of customization to their customer base. The company has created an affinity group by drawing on certain users' likes and dislikes to make product recommendations to other users.
1) What might motivate some consumers to read a "Top Selling" list?
2) Is the consumer's level of involvement with an online book purchase likely to be high or low?
3) Discuss the consumer buying decision process as it relates to a decision to purchase from Amazon.