Many Internet sites use collaborative filtering technology to assist consumers in decision making. The process begins by collaborating the purchasing or product rating behavior of a vast group of consumers then the technology filters this information to offer recommendations to a single user based or individual search, rating, or purchasing behavior. Originated by Amazon com for book recommendations, the technology is now used by many marketers, including iTunes and Netflix.
1. At which step of the consumer behavior decision process does collaborative littering most help the consumer?
2. What are the drawbacks of collaborative filtering?
3. How could your college use this technology to help its consumers?