Title: Improving consumer quality-efficiency by using simple adaptive feedback in a choice setting

Authors: Anjala S. Krishen, Kent Nakamoto

Addresses: Department of Marketing, University of Nevada, College of Business, 4505 Maryland Parkway, Las Vegas, NV 89154, USA. ' Department of Marketing, Pamplin College of Business, Virginia Tech, Blacksburg, VA 24061 0236, USA

Abstract: This paper proposes a feedback control based adaptive scheme for providing choices for users in a web setting. We hypothesise that using this scheme for updating the number of choices presented produces an efficient method of user interaction. We conducted an experiment with 75 subjects who had to choose a computer they would buy, given monetary constraints, from a large choice set. We used various algorithms for the number of choices to be presented to the users in a time-sequential manner. One algorithm was the proposed simple feedback algorithm, which was proven by the data collected to be the most quality-efficient.

Keywords: adaptive feedback; consumer choice; feedback control; quality efficiency; internet; commercial websites; salesperson; personalised sales experiences; adaptive selling; world wide web; online shopping.

DOI: 10.1504/IJCAT.2009.023937

International Journal of Computer Applications in Technology, 2009 Vol.34 No.3, pp.155 - 164

Published online: 21 Mar 2009 *

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