Persuasive Recommendation: Serial Position Effects in Knowledge-Based Recommender Systems

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Recommender technologies are crucial for the effective support of customers in online sales situations. The state-of-the-art research in recommender systems is not aware of existing theories in the areas of cognitive and decision psychology and thus lacks of deeper understanding of online buying situations. In this paper we present results from user studies related to serial position effects in human memory in the context of knowledge-based recommender applications. We discuss serial position effects on the recall of product descriptions as well as on the probability of product selection. Serial position effects such as primacy and recency are major building blocks of persuasive, next generation knowledge-based recommender systems.