The Influence of Suggestive Guidance on Risk Taking Behavior in Personalization Systems

Abstract

This paper investigates whether the effects of personalization systems based on risk propensity and suggestive guidance, which varies in congruency with the users natural risk taking tendencies, affect user decisions. The results indicate that the influence of risk propensity is nullified when the system suggests a conservative course of action. I will also be charing a session under the Information Systems Strategy and Design track