Abstract
This article examines the role of electronic recommendation agents in connection with consumers' construction of multiattribute preferences. We propose that such digital agents have the potential to influence consumers' preferences in a systematic fashion. Our key hypothesis is that, everything else being equal, the inclusion of an attribute in a recommendation agent renders this attribute more prominent in consumers' purchase decisions. The results of a controlled agent-assisted shopping experiment provide strong support for this hypothesis. We also demonstrate that this preference-construction effect may persist beyond the initial shopping experience and into subsequent choice settings in which no recommendation agent is available. Finally, we propose three possible explanations of the effect and discuss each of these in light of our results.
| Original language | English |
|---|---|
| Pages (from-to) | 75-91 |
| Number of pages | 17 |
| Journal | Journal of Consumer Psychology |
| Volume | 13 |
| Issue number | 1-2 |
| Publication status | Published - 1 Jan 2003 |
Cite this
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Preference construction and persistence in digital marketplaces : The role of electronic recommendation agents. / Häubl, Gerald; Murray, Kyle B.
In: Journal of Consumer Psychology, Vol. 13, No. 1-2, 01.01.2003, p. 75-91.Research output: Contribution to journal › Review Article › Research › peer-review
TY - JOUR
T1 - Preference construction and persistence in digital marketplaces
T2 - The role of electronic recommendation agents
AU - Häubl, Gerald
AU - Murray, Kyle B.
PY - 2003/1/1
Y1 - 2003/1/1
N2 - This article examines the role of electronic recommendation agents in connection with consumers' construction of multiattribute preferences. We propose that such digital agents have the potential to influence consumers' preferences in a systematic fashion. Our key hypothesis is that, everything else being equal, the inclusion of an attribute in a recommendation agent renders this attribute more prominent in consumers' purchase decisions. The results of a controlled agent-assisted shopping experiment provide strong support for this hypothesis. We also demonstrate that this preference-construction effect may persist beyond the initial shopping experience and into subsequent choice settings in which no recommendation agent is available. Finally, we propose three possible explanations of the effect and discuss each of these in light of our results.
AB - This article examines the role of electronic recommendation agents in connection with consumers' construction of multiattribute preferences. We propose that such digital agents have the potential to influence consumers' preferences in a systematic fashion. Our key hypothesis is that, everything else being equal, the inclusion of an attribute in a recommendation agent renders this attribute more prominent in consumers' purchase decisions. The results of a controlled agent-assisted shopping experiment provide strong support for this hypothesis. We also demonstrate that this preference-construction effect may persist beyond the initial shopping experience and into subsequent choice settings in which no recommendation agent is available. Finally, we propose three possible explanations of the effect and discuss each of these in light of our results.
UR - http://www.scopus.com/inward/record.url?scp=0037790718&partnerID=8YFLogxK
M3 - Review Article
VL - 13
SP - 75
EP - 91
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
SN - 1057-7408
IS - 1-2
ER -