No evidence of attraction effect among recommended options: A large-scale field experiment on an online flight aggregator

Rafai, Ismael; Babutsidze, Zakaria; Delahaye, Thierry et al.

Decision Support Systems, 2021, 153, 113672

Number of Access:395（2025-11-03 17:14 Counts）

Identifier to cite or link to this item: https://hdl.handle.net/11094/89265

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Title
No evidence of attraction effect among recommended options: A large-scale field experiment on an online flight aggregator
Creator
CreatorName
Rafai, Ismael
CreatorName
Babutsidze, Zakaria
CreatorName
Delahaye, Thierry
NRID
1000070400611 1000070400611
ORCID
0000-0003-3127-690X 0000-0003-3127-690X
researchmap permalink
nhanaki nhanaki
Scopus Author ID
16233221700 16233221700
CreatorName
Hanaki, Nobuyuki
CreatorName
Acuna-Agost, Rodrigo
Subject
Digital nudge
E-commerce
Recommender system
Flight booking
Behavioral bias
Attraction effect
Abstract
This article is the first to test whether the attraction effect can be replicated among recommended options in a real digital marketplace, namely – an online flight aggregator. For this purpose, we conducted a large-scale field experiment on an existing flight aggregator, in which we varied the number of the options recommended at the top of the result list. More precisely, we investigated whether recommending an additional “decoy” option, which is asymmetrically dominated by one of the two former recommended options (the cheapest or the fastest itinerary), increases users' conversion rate and impacts the market share of the recommended options. Our results, based on the analysis of more than 140,000 search sessions, suggest that this is not the case in general. We then conduct analyses on subsamples to investigate the boundary conditions of the attraction effect. This study questions the relevance of the attraction effect in online marketplaces and recommender systems and proposes new research avenues.
Publisher
Elsevier B.V.
Source Title
Decision Support Systems
Volume (Issue)
153
Page
113672
Date of Issued
2021-12-30
Language
English
Handle URL
https://hdl.handle.net/11094/89265
PISSN
01679236
NCID
AA10443014
AA11525792
Relation.isVersionOf
DOI (Publisher Version)
https://doi.org/10.1016/j.dss.2021.113672
Access Rights
open access
CopyRight
© 2021. This manuscript version is made available under the Attribution-NonCommercial-NoDerivatives 4.0 International License.
oaire:version
Accepted Manuscript
Category
学術雑誌論文 Journal Article