Impacts of decoy elements on result set evaluations in knowledge-based recommendation
Erich Teppan, Alexander Felfernig · International Journal of Advanced Intelligence Paradigms · 2009
State-of-the-art recommender systems only partially consider psychological aspects of consumer behaviour. Taking into account those aspects helps to improve the overall understanding of related decision processes. In this paper we investigate influences triggered by so called decoy effects which are known phenomena in decision psychology and marketing. Particularly, we focus on changes in the perceived product utility and the effect on the subjectively felt confidence in a customer's own decision in a potential sales situation. To this end, we report the results of two empirical studies which analyse decoy effects in not yet investigated item/attribute constellations.