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  • October 2009
  • Article
  • Psychology & Marketing

Shaping Online Consumer Choice by Partitioning the Web

By: Jolie M. Martin and Michael I. Norton
  • Format:Print
  • | Pages:19
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Abstract

This research explores how partitioning attributes in online search interfaces changes the valuations of those attributes-and impacts subsequent choice-such that attributes that are displayed as separate categories tend to receive greater decision weight than attributes grouped under umbrella categories. Across several choice domains-cars, dates, and hotels-we show that different attribute partitions impact the importance assigned to attributes (Studies 1 and 2), as well as consumer choices (Studies 3 and 4). We argue that these effects are due in part to users' willingness to use the implicit recommendations of interface designers to determine the importance of attributes, a willingness that extends to following explicit recommendations of online agents based on those attributes (Study 5).

Keywords

Decision Choices and Conditions; Information Management; Demand and Consumers; Research; Internet and the Web; Valuation

Citation

Martin, Jolie M., and Michael I. Norton. "Shaping Online Consumer Choice by Partitioning the Web." Psychology & Marketing 26, no. 10 (October 2009): 908–926.
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About The Author

Michael I. Norton

Negotiation, Organizations & Markets
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