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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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