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Title: Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias?
Authors: Tan, W.-K. 
Tan, C.-H.
Teo, H.-H. 
Keywords: Consumer decision making
Decision aid
Overconfidence bias
Issue Date: 2012
Source: Tan, W.-K.,Tan, C.-H.,Teo, H.-H. (2012). Consumer-based decision aid that explains which to buy: Decision confirmation or overconfidence bias?. Decision Support Systems 53 (1) : 127-141. ScholarBank@NUS Repository.
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. © 2012 Elsevier B.V. All rights reserved.
Source Title: Decision Support Systems
ISSN: 01679236
DOI: 10.1016/j.dss.2011.12.010
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