Preference Unlearning: When Personalized Recommendations Reduce Preference Clarity

Do personalized product recommendations help consumers clarify and develop their preference? Contrary to what most consumers expect, using personalized (vs. non-personalized) product recommendations may undermine the sense of clarity with one’s preference. We further show that the effect is stronger among consumers with high trust in technology.


Byung Cheol Lee and Gita Venkataramani Johar (2019) ,"Preference Unlearning: When Personalized Recommendations Reduce Preference Clarity", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 190-195.


Byung Cheol Lee, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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