When Electronic Recommendation Agents Backfire

Joseph Lajos, HEC Paris, France
Amitava Chattopadhyay, INSEAD, Singapore
Kishore Sengupta, INSEAD, Singapore
Many websites provide electronic recommendation agents that ask users questions about individual factors and their preferences for product attributes, and then rate the available products. We report the results of an experiment in which use of an electronic recommendation agent negatively impacted participants’ choice satisfaction, attitudes, and purchase intentions over a one to two week period.
[ to cite ]:
Joseph Lajos, Amitava Chattopadhyay, and Kishore Sengupta (2011) ,"When Electronic Recommendation Agents Backfire", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.