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A crucial element in consumer electronic commerce is a catalog tool that not only finds the product for the user, but also convinces him that he has made the best choice. We have examined the performance of such tools on a variety of tasks involving selection and tradeoff. The studies clearly show that example-based search is comparable to ranked lists on simple tasks, but significantly reduces the error rate and search time when complex tradeoffs are involved. This shows that such tools are likely to be useful particularly for extending the scope of consumer e-commerce to more complex products. |
