Organ Behav Hum Decis Process 49(2):258–281īeach L (1990) Image theory: decision making in personal and organizational contexts. The proposed method is general enough to be easily applied to both research and real-world settings, along with other decision-support-systems and strategies.īöckenholt U, Albert D, Aschenbrenner M, Schmalhofer F (1991) The effects of attractiveness, dominance, and attribute differences on information acquisition in multiattribute binary choice. Results show that using decision-support-systems on a web site and observing the user’s click-behavior make it possible to infer a specific decision strategy. The second study analyzes the behavior of thirty-eight respondents and finds that the inferred mix of decision-strategies fits well the behavior described in the literature to date. In the first experiment, the approach correctly infers most of the pre-defined decision-strategies. Results of two experiments show that the algorithm infers strategies accurately.
The approach returns a set of decision strategies that best explain the observed click-behavior of a user.
Each state-machine represents a particular decision-strategy which a user can follow. The approach observes clicks on elements of a decision-support-system and triggers a set of state-machines for each click. This paper introduces an approach that infers decision-behavior from clickstream data. Such clickstream data are both interesting to merchandisers as well as to researchers in the field of decision-making behavior, because they describe consumer decision-behavior on websites.
Webstores can easily gather large amounts of consumer data, including clicks on single elements of the user interface, navigation patterns, user profile data, and search texts.
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