| 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 |
https://doi.org/10.1509/jmr.09.0481 |
| Depositing User |
Prof. Dr. Emanuel de Bellis
|
| Date Deposited |
20 Feb 2013 20:06 |
| Last Modified |
20 Jul 2022 17:15 |
| URI: |
https://www.alexandria.unisg.ch/publications/220720 |
Searching in Choice Mode : Consumer Decision Processes in Product Search with Recommendations
