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Abstract
The abundance of online information available to consumers may leave them feeling overwhelmed at the volume of data they must sift through in order to make a choice. I examine two e-commerce domains in which firms can assist in decision-making: curation (i.e., the selecting, organizing, and displaying of content) and platform firms (i.e., online firms that link buyers and sellers). Companies increasingly offer services that curate selections of products for consumers (e.g., the clothing subscription service StitchFix and music playlists on Spotify). Though algorithms drive much of the decision-making behind curation services, companies often choose to present a human curator to consumers. Essay 1 examines the consumer preference for algorithmic over human curators, especially in the context of complex decision-making. Essay 2 focuses on consumer search on online platform firms. I analyze clickstream data to understand the consumer online search process for a complex product and uncover ways the platform firm can assist buyers in making more efficient choices. Finally, in Essay 3, I provide a conceptual framework for understanding the role of curation in marketing. Together, these essays demonstrate that firms can assist consumers in their decision-making, providing value to consumers in a way that also benefits the firm.