Searching in Choice Mode : Consumer Decision Processes in Product Search with Recommendations

Item Type Journal paper
Abstract This article examines how a common form of decision assistance-recommendations that present products in order of their predicted attractiveness to a consumer-transforms decision processes during product search. Such recommendations induce a shift in consumers' decision orientation in search from being directed at whether additional alternatives should be inspected to identifying the best alternative among those already encountered, which is common when choosing from predetermined sets of alternatives. That is, recommendations cause consumers to search in 'choice mode.' Evidence from three studies provides support for such a transformation of search decisions, which manifests itself in two respects. First, compared with unassisted search, recommendations lead consumers to assess a product they encounter in their search by comparing it less with the best one discovered up to that point and more with other previously inspected alternatives. Second, recommendations transform how variability in product attractiveness affects stopping decisions such that greater variability causes consumers to search less, which is contrary to what is commonly observed in search without recommendations.
Authors Dellaert, Benedict G. C. & Häubl, Gerald
Journal or Publication Title Journal of Marketing Research
Language English
Keywords product recommendations, product search, behavioral search models, consumer decision making
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date April 2012
Publisher AMA American Marketing Association
Place of Publication Chicago
Volume 49
Number 2
Page Range 277-288
Number of Pages 12
ISSN 0022-2437
ISSN-Digital 1547-7193
Publisher DOI
Depositing User Prof. Dr. Emanuel de Bellis
Date Deposited 20 Feb 2013 20:06
Last Modified 20 Jul 2022 17:15


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Dellaert, Benedict G. C. & Häubl, Gerald (2012) Searching in Choice Mode : Consumer Decision Processes in Product Search with Recommendations. Journal of Marketing Research, 49 (2). 277-288. ISSN 0022-2437

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