Interactive Decision Aids

Interactive Decision Aids

Reviewed by Faisal Zaidi

Online tools such as recommendation agents and comparison matrices that screen or lay out products to help a shopper choose.

What it is

In a simulated online store, a recommendation agent reduced search effort and consideration set size while raising decision quality, and a comparison matrix shrank consideration sets and raised their quality.

In effect

In the article on habitual, limited and extended decision making, it is used to show how screening effort can be handed to a tool.

What it does not say

The results come from a simulated online store and not from shopping in general. They do not say that a tool improves every purchase.

Sources

  1. Häubl, G., & Trifts, V. (2000). Consumer decision making in online shopping environments: The effects of interactive decision aids. Marketing Science, 19(1), 4-21.