In response to calls for recommender systems to balance accuracy and alternative measures such as diversity and novelty, we propose that recommendation strategies should be applied adaptively according to users' preference traits. Psychological scales for "preference diversity" and "openness to novelty" were developed to measure users' willingness to accept diverse and novel recommendations, respectively. To validate the scales empirically, a user study was conducted in which 293 regular moviegoers were asked to judge a set of 220 movies representing both mainstream and "long-tail" appeals. The judgment task involved indicating and rating movies they had seen, heard of but not seen, and not known previously. Correlatoin analyses were then conducted
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