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
Share Proceeding
Featured papers
See MoreFeatured
Narrative Transportation and Cognitive Responses: The Other Side of the Story
Rebecca Krause, Northwestern University, USA
Derek Rucker, Northwestern University, USA
Featured
When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
Featured
P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions
Min Jung Kim, Manhattan College