Title: Impacts of decoy elements on result set evaluations in knowledge-based recommendation

Authors: Erich Christian Teppan, Alexander Felfernig

Addresses: Intelligent Systems and Business Informatics, University Klagenfurt, Universitatsstrasse 65-67, A-9020 Klagenfurt, Austria. ' Applied Software Engineering, Graz University of Technology, Inffeldgasse 16b, A-8010 Graz, Austria

Abstract: State-of-the-art recommender systems only partially consider psychological aspects of consumer behaviour. Taking into account those aspects helps to improve the overall understanding of related decision processes. In this paper we investigate influences triggered by so called decoy effects which are known phenomena in decision psychology and marketing. Particularly, we focus on changes in the perceived product utility and the effect on the subjectively felt confidence in a customer|s own decision in a potential sales situation. To this end, we report the results of two empirical studies which analyse decoy effects in not yet investigated item/attribute constellations.

Keywords: KBRs; knowledge-based recommenders; decoy effects; confidence; result sets; result set evaluation; recommender systems; decision psychology; consumer behaviour; product utility; product perceptions.

DOI: 10.1504/IJAIP.2009.026573

International Journal of Advanced Intelligence Paradigms, 2009 Vol.1 No.3, pp.358 - 373

Published online: 19 Jun 2009 *

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