Technology Review: Adapting Websites to Users

John Hauser, a professor of marketing at the Sloan School and the lead author of a paper on the research that is slated to appear in Marketing Science, explains that a website running the system would detect a user’s cognitive style. It would watch for traits, such as whether or not the user is detail oriented, and morph to complement that style. The changes would be subtle. “Suddenly, you’re finding the website is easy to navigate, more comfortable, and it gives you the information you need,” Hauser says. The user, he says, shouldn’t even realize that the website is personalized.