Article ID: | iaor20021743 |
Country: | Netherlands |
Volume: | 32 |
Issue: | 2 |
Start Page Number: | 117 |
End Page Number: | 134 |
Publication Date: | Dec 2001 |
Journal: | Decision Support Systems |
Authors: | Whinston A.B., Kannan P.K., Raghu T.S., Rao H.R. |
Keywords: | information, internet |
Delivery of customized, targeted advertisement messages, and delivery of customized information products and software products to consumers requires effective gathering and analysis of preference information. In the paper, we propose a model for dynamically profiling consumers' preferences that is based on the theory of questionnaires. The customization procedure is demonstrated for an example scenario of an informational brokerage where real-time financial, marketing, and company information products are offered to consumers. Simulation results show that the information acquisition and search process exhibits a nonlinear behavior in the information gained and the pattern of information gain is similar irrespective of the number of consumers polled.