The Expert Vs. the Algorithm: Consumers’ Perceived Competence Impacts Their Valuation of Product Recommendations

Companies frequently utilize algorithms to make product recommendations. Interestingly, they use different strategies when explaining the source of the recommendation to their customers. We demonstrate that customers value recommendations differently depending on the framing of the source of a recommendation—an algorithm versus human expert—and their perceived competence.



Citation:

Gizem Yalcin, Anne-Kathrin Klesse, and Darren Dahl (2019) ,"The Expert Vs. the Algorithm: Consumers’ Perceived Competence Impacts Their Valuation of Product Recommendations", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 78-81.

Authors

Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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