Comparing techniques for preference relaxation: a decision theory perspective
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Date
2010-09-01Author
Dabrowski, Maciej
Acton, Thomas
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Dabrowski, M. and T. Acton (2010). Comparing techniques for preference relaxation: a decision theory perspective 11th International Conference on Electronic Commerce and Web Technologies (EC-Web 2010). Bilbao, Spain.
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 ltering
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.