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.
