Consumers typically evaluate an enormous amount of product information before making a final purchase. As such, overloading consumers with too much information during the purchasing process can be a serious problem. Eliminating consumers’ confusion by filtering out inappropriate product alternatives can be a crucial issue when the number of items in an online store are in excess a consumer’s ability to evaluate. This study examines the feasibility of adopts the Condorcet criterion to filter product choice to minimize consumer effort when making a purchase decision. The Condorcet criterion is used frequently in the field of social choice to compare vote counting systems. This study applied the Condorcet criterion to sort alternatives into a useful rank of sale items for consumers. An example is conducted which employs the Condorcet criterion to support online consumer purchasing of hotel rooms.
Journal of Statistics and Management Systems, Volume 10, Issue 3, pages 377-393