Contribution to NeuroIS Retreat 2023

Our chair will present a research-in-progress study at the NeuroIS Retreat 2023 in Vienna in cooperation with the Chair for Public und Non-Profit Management (Prof. Lindenmeier). Specifically, we present an experiment design to evaluate approaches that aim to mitigate algorithm aversion in the context of identity-based consumption like fashion.

Title: Exploring the Role of Post-Hoc Explanations in Mitigating Algorithm Aversion in Identity-Based Consumption: An Eye-Tracking Study

Authors: Yannik Schlepper, Bernhard Lutz, Jörg Lindemeier, Dirk Neumann

Abstract: Customers have a general tendency to discount algorithmic over human recommendations, a phenomenon commonly known as "algorithm aversion." Within areas driven by identity-based consumption such as fashion, designing efficient recommender systems is particularly challenging due to highly individualistic preferences and tastes. In this study, we analyze algorithm aversion towards fashion recommender systems with regards to social and personal identity and post-hoc explanations of algorithmic recommendations. In line with self-categorization theory and theory of planned behavior, we hypothesize that, to minimize algorithm aversion, the post-hoc explanations of algorithmic recommendations need to target customers' salient identity. Accordingly, we propose a 3x3 between-subject experiment with eye-tracking, where participants are shown several pairs of algorithm- or human-based fashion recommendations. In the treatment groups, we either activate customers' social or personal identity, while the explanations of algorithmic recommendations emphasize the customers' mainstream or unique taste. Furthermore, we expect that consumers with activated social or personal identity are more likely to report a different preference than their preference measured by the first and total number of eye fixations. Thereby, we expect to extend information systems research on algorithm aversion and post-hoc explanations of algorithms towards identity-based consumption. In addition, our findings have practical implications for online retailers.