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On the role of value-focused interfaces for online shopping

This research aims at improving online shopping. In general, people have a range of motives for shopping. They also have a number of reasons for finding shopping disagreeable, and one of these is sales pressure. We argue that, contrary to normal prejudice, the role of the salesperson is important. If exercised properly, it encourages us to examine our objectives and values when contemplating a purchase. In this paper, we enquire into the ideas behind value-focused thinking and discuss how it may be applied to online shopping.