The Predictability Utility: Product Recommendations Increase Enjoyment of a Consumption Experience
Companies like Netflix or Spotify heavily rely on algorithms that predict consumers’ preferences. Across three consumption domains, we demonstrate that consumers derive additional enjoyment from products assigned to them based on overt and accurate preference prediction. This “predictability utility” results from individuals’ desire to verify their existing preferences.
Yann Cornil and Anne-Kathrin Klesse (2018) ,"The Predictability Utility: Product Recommendations Increase Enjoyment of a Consumption Experience ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 223-231.
Yann Cornil, University of British Columbia, Canada
Anne-Kathrin Klesse, Erasmus University, The Netherlands
E - European Advances in Consumer Research Volume 11 | 2018
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