Personalization Without Interrogation: Towards More Effective Interactions between Consumers and Feature-Based Recommendation Agents

Journal of Interactive Marketing, Vol. 23, No. 2, pp. 138-146, 2009

29 Pages Posted: 15 Jun 2009

See all articles by Kyle B. Murray

Kyle B. Murray

University of Alberta - Department of Marketing, Business Economics & Law

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law

Date Written: June 11, 2009

Abstract

Software agents that provide consumers with personalized product recommendations based on individual-level feature-based preference models have been shown to facilitate better consumption choices while dramatically reducing the effort required to make these choices. This article examines why, despite their usefulness, such tools have not yet been widely adopted in the marketplace. We argue that the primary reason for this is that the usability of recommendation systems has been largely neglected – both in academic research and in practice – and we outline a road map for future research that might lead to recommendation agents that are more readily adopted by consumers.

Keywords: recommendation agents, consumer decision making

Suggested Citation

Murray, Kyle B. and Häubl, Gerald, Personalization Without Interrogation: Towards More Effective Interactions between Consumers and Feature-Based Recommendation Agents (June 11, 2009). Journal of Interactive Marketing, Vol. 23, No. 2, pp. 138-146, 2009, Available at SSRN: https://ssrn.com/abstract=1418013

Kyle B. Murray (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada
780-248-1091 (Phone)
780-492-4631 (Fax)

HOME PAGE: http://www.kylemurray.com

Gerald Häubl

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

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