Uploaded March 2020 | Updated September 2026, 1 day ago
Researchers Phyliss Jia Gai and Dr Anne-Kathrin Klesse from Rotterdam School of Management, Erasmus University (RSM) show that not all explanations are equally effective in making customers explore the product recommendation. Comparing item-based and user-based explanations, they show that user-based explanations are more effective at triggering clicks. In user-based explanations, products are recommended based on the choices of other customers who also chose the first product. By leveraging these findings, managers can tailor the framing of their recommendations for different customers and products and so boost click-through rates.
Read about it on RSM Discovery: https://discovery.rsm.nl/articles/detail/417-recommended-for-you-where-does-it-come-from/
From: Making Recommendations More Effective Through Framings: Impacts of User- Versus Item-Based Framings on Recommendation Click-Throughs in the Journal of Marketing: journals.sagepub.com/doi/10.1177/0022242919873901
To learn more about marketing management look into our open courses on marketing and sales.: https://www.rsm.nl/executive-education/open-programmes/overview/#!&filters=66
RSM Discovery is a gateway for business leaders to access research by students and faculty of Rotterdam School of Management, Erasmus University — bridging the gap between academia and practical applications to address the challenges facing business and society today.
Music (CC): oymaldonado - salsa loop intro, PK Jazz Collective - Mother will call.
Researchers Phyliss Jia Gai and Dr Anne-Kathrin Klesse from Rotterdam School of Management, Erasmus University (RSM) show that not all explanations are equally effective in making customers explore the product recommendation. Comparing item-based and user-based explanations, they show that user-based explanations are more effective at triggering clicks. In user-based explanations, products are recommended based on the choices of other customers who also chose the first product. By leveraging these findings, managers can tailor the framing of their recommendations for different customers and products and so boost click-through rates.
Read about it on RSM Discovery: https://discovery.rsm.nl/articles/detail/417-recommended-for-you-where-does-it-come-from/
From: Making Recommendations More Effective Through Framings: Impacts of User- Versus Item-Based Framings on Recommendation Click-Throughs in the Journal of Marketing: journals.sagepub.com/doi/10.1177/0022242919873901
To learn more about marketing management look into our open courses on marketing and sales.: https://www.rsm.nl/executive-education/open-programmes/overview/#!&filters=66
RSM Discovery is a gateway for business leaders to access research by students and faculty of Rotterdam School of Management, Erasmus University — bridging the gap between academia and practical applications to address the challenges facing business and society today.
Music (CC): oymaldonado - salsa loop intro, PK Jazz Collective - Mother will call.
