Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias?

Authors:
Wee-Kek Tan;Chuan-Hoo Tan;Hock-Hai Teo
Affiliations:
Department of Information Systems, National University of Singapore, Computing 1, 13 Computing Drive, Singapore 117417, Singapore;Department of Information Systems, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong;Department of Information Systems, National University of Singapore, Computing 1, 13 Computing Drive, Singapore 117417, Singapore
Venue:
Decision Support Systems
Year:
2012

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Abstract

Providing explanation to justify product recommendations is critical in the online purchase decision process. Bulk of the extant literature has focused on the provision of decision aids facilitating screening of product alternatives and presenting of filtered alternatives. In comparison, few studies are conducted to examine decision aids that support the assessment and evaluation of the presented product alternatives prior to actual purchase, i.e., explanation-featured decision aid. This article conceptualizes three implementations of explanation aid differed by the forms of explanation elaboration. Experimental results indicate that a more elaborated explanation aid could heighten a consumer's decision confidence leading to lesser cognitive effort expended and inferior product choice made.