This research investigates the asymmetrical effects of approach and avoidance hints used in Recommendation Systems (RS) within the context of novel dating recommendations, which have gained popularity among young individuals. Approach hints describe the RS mechanism as an approach-oriented process, for instance, by stating, “We aim to match the items you like and provide you with the following recommendations.” Avoidance hints, on the other hand, depict the RS mechanism as an avoidance-oriented process, such as, “We strive to exclude the items you dislike and offer you the following recommendations.” While these descriptions essentially depict the same mechanism—content-based filtering—they can evoke distinct psychological and behavioral responses from customers. The preliminary study reveals that recommendations with avoidance hints are more appealing to consumers compared to those with approach hints, and this effect is serially mediated through perceived variety and perceived accuracy.


Paper Number 1644; Track E-Business; Short Paper



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