Dynamics of human trust in recommender systems
Jason L. Harman, John O’Donovan, Tarek Abdelzaher, Cleotilde González · 2014
The trust that humans place on recommendations is key to the success of recommender systems. The formation and decay of trust in recommendations is a dynamic process influenced by context, human preferences, accuracy of recommendations, and the interactions of these factors. This paper describes two psychological experiments (N=400) that evaluate the evolution of trust in recommendations over time, under personalized and non-personalized recommendations by matching or not matching a participant's profile. Main findings include: Humans trust inaccurate recommendations more than they should; when recommendations are personalized, they lose trust in inaccurate recommendations faster than when recommendations are not personalized; and participants report less trust and lower overall ratings of personalized but inaccurate recommendations compared to not-personalized inaccurate recommendations. We make connections to the possible implications of these psychological findings to the design of recommender systems.