Effects of behavior monitoring and perceived system benefit in online recommender systems

Authors:
Michael Nowak;Clifford Nass
Affiliations:
Stanford University, Stanford, California, United States;Stanford University, Stanford, California, United States
Venue:
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Year:
2012

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Abstract

Behavior monitoring is an important part of many recommender systems; however, its effects on users' perceptions of such systems are not well understood. We describe a 2x2 factorial experiment that manipulates a simulated recommender system's monitoring of user behavior (monitoring: present vs. absent) and whom the system is perceived to benefit (benefit: corporate vs. consumer). We find that attitudes toward being monitored are moderated by perceptions about system intentions. We propose an explanatory mechanism and highlight the value of understanding the subjective experience of interacting with recommender systems.