Mining Associations for Interface Design

Abstract. Consumer research has indicated that consumers use compensatory and non-compensatory decision strategies when formulating their purchasing decisions. Compensatory decision-making strategies are used when the consumer fully rationalizes their decision outcome whereas non-compensatory decision-making strategies are used when the consumer considers only that information which has most meaning to them at the time of decision. When designing online shopping support tools, incorporating these decision-making strategies with the goal of personalizing the design of the user interface may enhance the overall quality and satisfaction of the consumer’s shopping experiences. This paper presents work towards this goal. The authors describe research that refines a previously developed procedure, using techniques in cluster analysis and rough sets, to obtain consumer information needed in support of designing customizable and personalized user interface enhancements. The authors further ...

• Type: Conference
• Year: 2007
• Where: RSKT
• Authors: Timothy Maciag, Daryl H. Hepting, Dominik Slezak, Robert J. Hilderman
• Keywords: Compensatory Decision-making Strategies, Decision-making Strategies, Non-compensatory Decision-making Strategies, RSKT 2007