Preference Construction and Persistence in Digital Marketplaces: The Role of Electronic Recommendation Agents

Journal of Consumer Psychology, Volume 13, Issues 1-2, 2003, Pages 75-91, Consumers in Cyberspace

University of Alberta School of Business Research Paper No. 2013-759

55 Pages Posted: 21 Feb 2007 Last revised: 25 Jul 2013

See all articles by Gerald Häubl

Gerald Häubl

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

Kyle B. Murray

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

Date Written: August 1, 2001

Abstract

This paper examines the role of electronic recommendation agents in connection with consumers' construction of preference for multi-attribute products. Based on the notion that preferences tend to be constructive, in the sense that they may be affected by characteristics of the task and information environment in which a purchase decision is made, we propose that such digital agents have the potential to influence consumers' preferences in a systematic fashion. The results of an experiment involving an agent-assisted shopping task provide support for this proposition. We also find that this type of preference-construction effect persists beyond the initial shopping experience. Finally, we propose three possible explanations of the inclusion effect and discuss each of these in light of our results.

Keywords: preference construction, recommendation agents, recommender systems, consumer choice, judgment and decision making

Suggested Citation

Häubl, Gerald and Murray, Kyle B., Preference Construction and Persistence in Digital Marketplaces: The Role of Electronic Recommendation Agents (August 1, 2001). Journal of Consumer Psychology, Volume 13, Issues 1-2, 2003, Pages 75-91, Consumers in Cyberspace, University of Alberta School of Business Research Paper No. 2013-759, Available at SSRN: https://ssrn.com/abstract=964192 or http://dx.doi.org/10.2139/ssrn.964192

Gerald Häubl (Contact Author)

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

Edmonton, Alberta T6G 2R6
Canada

Kyle B. Murray

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

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