Abstract
This research proposes a decision aid based on a novel type of preference relaxation, which enables consumers to easily make quality choices in online multiattribute choice scenarios. In contrast to filtering and recommendation mechanisms that are a potential solution to this problem, our method combines decision theory with preference relaxation and enables consumers to consider high-quality alternatives they initially eliminated. We compare our approach with existing methods using a set of 2650 car advertisements gathered from a popular advertiser website. We discuss the potential impact of our method on decision quality and give an overview of implications for practitioners and researchers.
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Dabrowski, M., Acton, T. (2010). Comparing Techniques for Preference Relaxation: A Decision Theory Perspective. In: Buccafurri, F., Semeraro, G. (eds) E-Commerce and Web Technologies. EC-Web 2010. Lecture Notes in Business Information Processing, vol 61. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-15208-5_20
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DOI: https://doi.org/10.1007/978-3-642-15208-5_20
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