The Effect of Measurement Task Transparency on Preference Construction and Evaluations of Personalized Recommendations

• Published in: Journal of marketing research Vol. 44; no. 2; pp. 224 - 233
• Main Author: Kramer, Thomas
• Format: Journal Article
• Language: English
• Published: Chicago American Marketing Association 01.05.2007; SAGE PUBLICATIONS, INC
• Subjects: Consumer preferences; Consumer research; Customers; Decision support systems; Digital cameras; Hierarchies; Marketing; Measurement techniques; Memory; Preferences; Recommendations; Research methods; Studies; Sumer

Marketing activities frequently involve personalizing product offers to consumers' individually measured preferences. Because preferences are often ill-defined, responses to customized offers may depend on how easy it is for consumers to identify the preferences they stated in the measurement t...