“…Numerous studies (Bridge & Ricci, 2007;Viappiani, et al, 2008) use recommendations to improve consumer decision-making (Bridge & Ricci, 2007;McGinty & Smyth, 2003;Viappiani, et al, 2008). Nevertheless, it is crucial (Gretzel & Fesenmaier, 2006;Smyth & McClave, 2001) that the product suggestions provided to consumers are relevant (similar to their stated preferences) yet diverse (so that they can discover new opportunities and adjust their preference model) According to the Look-ahead principle (Viappiani, et al, 2008), "suggestions should not be optimal under the current preference model, but should provide high likelihood of optimality when an additional preference is stated".…”