Interactive Choice Aid (ICA) is a decision aid, introduced in this paper, that systematically assists consumers with online purchase decisions. ICA integrates aspects from prescriptive decision theory, insights from descriptive decision research, and practical considerations; thereby combining pre-existing best practices with novel features. Instead of imposing an objectively ideal but unnatural decision procedure on the user, ICA assists the natural process of human decision-making by providing explicit support for the execution of the user’s decision strategies. The application contains an innovative feature for in-depth comparisons of alternatives through which users’ importance ratings are elicited interactively and in a playful way. The usability and general acceptance of the choice aid was studied; results show that ICA is a promising contribution and provides insights that may further improve its usability.
Recommended CitationReisen, Nils and Hoffrage, Ulrich (2010) "The Interactive Choice Aid: A New Approach to Supporting Online Consumer Decision Making," AIS Transactions on Human-Computer Interaction (2) 4, pp. 112-126
Available at: https://aisel.aisnet.org/thci/vol2/iss4/1