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Published in:
2013 | OriginalPaper | Chapter
2. Theoretical Background
Authors : Kyung-Hyan Yoo, Ulrike Gretzel, Markus Zanker
Published in: Persuasive Recommender Systems
Publisher: Springer New York
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Abstract
This chapter provides the conceptual framework for persuasive recommender systems. Relevant theories for the framework are first reviewed and the framework is presented. The framework is developed based on theoretical background emerging from two theoretical streams in communication research: the Communication-Persuasion Paradigm and Media Equation Theory. Applying such communication theories to recommender systems, the system itself can be seen as a source, its recommendations as messages and its users as receivers of these messages. These process components exist within a certain communication context that influences the way cues are communicated and perceived. The interaction results in communication effects that ultimately encourage or discourage reuse of the system.