Conversion Backlash? Decision Support and Hasty Action in Consumer Product Search

Recent studies have shown that product recommendations substantially change the consumer decision process, regardless of the quality of recommendations. Specifically, consumers inspect less alternatives, and make their stopping decision earlier than in unassisted search. In the present Study we investigate in how far such behavioral influences can affect post-purchase evaluation. We use a real-world commercial recommendation agent in an experimental study with three conditions: A baseline condition with no recommendations, a condition with ‘fake’ recommendations, and a condition with ‘real’ recommendations. Our initial findings indicate that product recommendations may bias consumer choice, and thus potentially lead to negative effects in the long run.