Chance Discovery for Consumers
This chapter focuses on quite a new direction in marketing, the power shift from suppliers to consumers, or the empowerment of consumers. The techniques for chance discovery can be applied to support not only suppliers’ but also consumers’ chance discovery. These two directions seem completely different but they are based more or less on the same underlying methodology, namely, analyzing consumer preferences and seeking potentially desirable states. We will discuss the background behind our research: recent trends in marketing, the increasing demand for recommender systems, and the applicability of chance discovery there. Then we will propose our own approach to supporting consumers’ chance discovery, and show the results of a user test of a prototype.
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