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Category: Project

Description: Recommender System (RS) algorithms are increasingly involved in online decision making, helping consumers quickly screen large assortments by presenting the most appealing products first. However, while purporting to facilitate choice, RS algorithms might be inadvertently hindering it due to the highly attractive choice sets they produce which might contribute to choice overload. This study is a randomized controlled field experiment examining the effect of a RS algorithm on choice overload in an online shopping context.