When Electronic Recommendation Agents Backfire: Negative Effects on Choice Satisfaction, Attitudes, and Purchase Intentions

Many websites provide electronic recommendation agents that ask users questions about individual factors and their preferences for product attributes, and then rate and rank order the available products. Previous research has hailed these agents as rescuing consumers from choice overload. However, 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 period of between one and two weeks. The data support our hypothesis that use of an electronic recommendation agent leads consumers to overweight utilitarian product attributes and underweight hedonic product attributes in choice.



Citation:

Joseph Lajos, Amitava Chattopadhyay, and Kishore Sengupta (2009) ,"When Electronic Recommendation Agents Backfire: Negative Effects on Choice Satisfaction, Attitudes, and Purchase Intentions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 845-846.

Authors

Joseph Lajos, INSEAD, France
Amitava Chattopadhyay, INSEAD, Singapore
Kishore Sengupta, INSEAD, France



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Consumer Responses to Premium Framing: Better to Offer the Target Product as a Free Gift?

Maggie Wenjing Liu, Tsinghua University
Lu Yang, Tsinghua University
Yuhuang Zheng, Tsinghua University

Read More

Featured

M6. Approaching Negative Experience

Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University

Read More

Featured

C11. More of a Bad Thing: How Consumers Ignore Pollutant Levels in Healthiness Assessment

Aner Tal, Ono Academic College (OAC)
Yaniv Gvili, Ono Academic College (OAC)
Moty Amar, Ono Academic College (OAC)

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.