Mobile decision support for in-store purchase decisions

Consumer decision making is a well-known application domain for decision support systems. Emerging from this domain is support for consumers ‘on the go’, when they are actually inside a retail store. This paper introduces a ‘product attractiveness cue’ as a way of delivering decision support in this context. The paper also provides an experiment to examine the effectiveness of these cues in a laboratory environment. On the basis of these results (N = 86), the attractiveness cue was shown effective in improving the consideration set quality of the participants. This effect was stable across treatments with 10 and 20 products.