The Effect of Consumer-Activated Mind-Set and Product Involvement on the Compliance With Recommender System Advice

Abstract

Whereas the research gauging the effectiveness of e-commerce recommender systems (RS) has depended on their design factors, recent work proposes a key role for consumer’s psychological factors. Involvement should reduce the compliance with RS advice because a consumer highly involved with the product perceives high choice risk and assigns low value to the advice. However, a consumer’s activated mind-set captured by implicit theory (fixed vs. growth mind-set) should also shape compliance. It is hypothesized that the two factors interact to jointly mitigate advice taking. Specifically, consumers whose fixed mind-set is primed comply with the RS advice less often when involvement is high. This and other anticipated effects (i.e., consumer’s importance of social approval, positive affect, and need for cognition) on advice compliance are tested in an experiment on 251 Canadian adults. In the experiment, compliance occurred when the participant follows the RS advice, and product involvement was initially measured. The results show that priming a fixed mind-set, which orients shoppers toward a performance goal, motivates them to comply with the RS advice when involvement is low. Priming a growth mind-set, which orients shoppers toward a learning goal, nullifies such effect. Positive affect and the importance of social approval had no significant impact on advice taking. Therefore, the effect of involvement on RS effectiveness is contingent on the shopper’s accessible mind-set.

Anthropomorphic or Not? Uncovering the Effectiveness of Anthropomorphic Communication on Country-of-Origin Stereotypes: Insights from Evoked Psychological Elements

“…Researchers examined the different in uences of mindset(global or local) on purchase intention 33 and the sensitivity of price 34 . Aljukhadar and Senecal 35 found the effectiveness of involvement on Recommender System is contingent with consumers' mindset. Chen, Haizhong 31 found the type of consumers' mindset in uences the COO effect differently.…”

Computational Model of Recommender System Intervention

“…In these studies, Fayyaz et al [62] has identifed fve major limitations with RS namely Cold-Start (lack of sufcient data availability within the system would cause the RS to be inefcient), Data Sparsity (user-item matrix information would cause the RSs to provide unstable and unreliable recommendations), Scalability (choice among large pool of recommendations to the user), Diversity (selection of the most preferable among large pool of recommendations to the user) and Habituation Efect (presentation manner and platform to the user infuence efcient of the RS). Additionally, studies such as Badewi et al [63]; Sysko-Romańczuk et al [64]; Li et al [65]; Aljukhadar and Senecal [7] have argued that RS users' usually experience psychological reactance which lead to refusal, ignore and disregard of recommendations. Tis argument is further maintained by Ma et al [6] and Aljukhadar and Senecal [7] that RS recommendation rejection is associated with users' psychological reactance which is the cause of unsuccessful RS interventions.…”

“…Additionally, studies such as Badewi et al [63]; Sysko-Romańczuk et al [64]; Li et al [65]; Aljukhadar and Senecal [7] have argued that RS users' usually experience psychological reactance which lead to refusal, ignore and disregard of recommendations. Tis argument is further maintained by Ma et al [6] and Aljukhadar and Senecal [7] that RS recommendation rejection is associated with users' psychological reactance which is the cause of unsuccessful RS interventions. Tus, this paper aims to develop computational models of RS intervention where users' reactance can be reduced to enhance acceptance of the RS recommendations for a successful decision-making interventions.…”

“…However, most recommendation systems information is usually refused, disregarded, and ignored by users [4,5]. Te rationale for this information rejection has been associated with users' psychological reactance which is causing unsuccessful recommendation system interventions [6,7].…”

The Role Of Word Of Mouth’s Value Co-Creation On The Achievement Of Sustainability

“…When consumers identify with these e-commerces, consequently consumers will spread positive information and buy additional products and services from e-commerces. In addition, consumers recommend and advise their friends to buy from these e-commerces because consumers believe in these retailers (Aljukhadar & Senecal, 2021).…”