Journal of International Technology and Information Management

Document Type



Consumer psychology and consumer behaviour has constantly been a field of interest for the researchers. Volumes of researches are available in this area, still new theories and concepts keep emerging in response to change in context and environment. Consumer psychology has large cross disciplinary implications. In this paper, a relationship between consumer psychology and recommender system has been explained and how implementing a consumer psychology model can improve recommender system performance. This paper also gives first level analysis of various filters that can be developed along with the design of recommender system in order to generate a more refined and relevant choice sets. There are attraction effects observed among different items and the attractiveness of a product is co- dependent on attractiveness of other options available in a choice set. In the present paper, we have explored the utility of defender model in the design of recommender systems. Different effects like decoy and asymmetric dominance are also