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Title:
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RISK PROPENSITY AND SUGGESTIVE GUIDANCE: A PERSONALIZATION SYSTEM FOR DECISIONS INVOLVING RISK AND UNCERTAINTY |
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Author(s):
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Clayton A. Looney , Robin S. Poston , Asli Y. Akbulut |
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ISBN:
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978-972-8924-57-7 |
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Editors:
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Miguel Baptista Nunes, Pedro Isaías and Philip Powell |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Personalization Systems, Design, Human-Computer Interaction |
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Type:
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Full Paper |
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First Page:
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21 |
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Last Page:
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28 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Personalization systems are rapidly evolving to help humans interact with computers more efficiently and effectively.
Despite the potential advantages of such systems, neither tailoring information based on user personality traits, nor the
impact of personalization on decisions has received sufficient empirical attention. This study designs and tests a
personalization system that captures an important user personality trait, risk propensity and subsequently delivers
guidance (i.e., advice) that suggests a risk-seeking or risk-averse course of action. Although risk propensity influences
risk taking when aggressive or no guidance is available, risk propensity has no effect with conservative guidance as all
users tend to be risk-averse. In essence, providing conservative guidance nullifies the effects of risk propensity. The
findings suggest that the design features embedded within a personalization system can affect different users in unique
ways. Implications for theory and practice are discussed. |
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