Silence is also evidence: Interpreting dwell time for recommendation from psychological perspective

Peifeng Yin, Ping Luo, Wang-chien Lee, Min Wang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

31 Citations (Scopus)

Abstract

Social media is a platform for people to share and vote content. From the analysis of the social media data we found that users are quite inactive in rating/voting. For example, a user on average only votes 2 out of 100 accessed items. Traditional recommendation methods are mostly based on users' votes and thus can not cope with this situation. Based on the observation that the dwell time on an item may reflect the opinion of a user, we aim to enrich the user-vote matrix by converting the dwell time on items into users' "pseudo votes" and then help improve recommendation performance. However, it is challenging to correctly interpret the dwell time since many subjective human factors, e.g. user expectation, sensitivity to various item qualities, reading speed, are involved into the casual behavior of online reading. In psychology, it is assumed that people have choice threshold in decision making. The time spent on making decision reflects the decision maker's threshold. This idea inspires us to develop a View-Voting model, which can estimate how much the user likes the viewed item according to her dwell time, and thus make recommendations even if there is no voting data available. Finally, our experimental evaluation shows that the traditional rate-based recommendation's performance is greatly improved with the support of VV model.

Original languageEnglish (US)
Title of host publicationKDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining
EditorsRajesh Parekh, Jingrui He, Dhillon S. Inderjit, Paul Bradley, Yehuda Koren, Rayid Ghani, Ted E. Senator, Robert L. Grossman, Ramasamy Uthurusamy
PublisherAssociation for Computing Machinery
Pages989-997
Number of pages9
ISBN (Electronic)9781450321747
DOIs
StatePublished - Aug 11 2013
Event19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2013 - Chicago, United States
Duration: Aug 11 2013Aug 14 2013

Publication series

NameProceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining
VolumePart F128815

Other

Other19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2013
CountryUnited States
CityChicago
Period8/11/138/14/13

Fingerprint

Decision making
Human engineering

All Science Journal Classification (ASJC) codes

  • Software
  • Information Systems

Cite this

Yin, P., Luo, P., Lee, W., & Wang, M. (2013). Silence is also evidence: Interpreting dwell time for recommendation from psychological perspective. In R. Parekh, J. He, D. S. Inderjit, P. Bradley, Y. Koren, R. Ghani, T. E. Senator, R. L. Grossman, ... R. Uthurusamy (Eds.), KDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining (pp. 989-997). [2487663] (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining; Vol. Part F128815). Association for Computing Machinery. https://doi.org/10.1145/2487575.24876663
Yin, Peifeng ; Luo, Ping ; Lee, Wang-chien ; Wang, Min. / Silence is also evidence : Interpreting dwell time for recommendation from psychological perspective. KDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. editor / Rajesh Parekh ; Jingrui He ; Dhillon S. Inderjit ; Paul Bradley ; Yehuda Koren ; Rayid Ghani ; Ted E. Senator ; Robert L. Grossman ; Ramasamy Uthurusamy. Association for Computing Machinery, 2013. pp. 989-997 (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining).
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abstract = "Social media is a platform for people to share and vote content. From the analysis of the social media data we found that users are quite inactive in rating/voting. For example, a user on average only votes 2 out of 100 accessed items. Traditional recommendation methods are mostly based on users' votes and thus can not cope with this situation. Based on the observation that the dwell time on an item may reflect the opinion of a user, we aim to enrich the user-vote matrix by converting the dwell time on items into users' {"}pseudo votes{"} and then help improve recommendation performance. However, it is challenging to correctly interpret the dwell time since many subjective human factors, e.g. user expectation, sensitivity to various item qualities, reading speed, are involved into the casual behavior of online reading. In psychology, it is assumed that people have choice threshold in decision making. The time spent on making decision reflects the decision maker's threshold. This idea inspires us to develop a View-Voting model, which can estimate how much the user likes the viewed item according to her dwell time, and thus make recommendations even if there is no voting data available. Finally, our experimental evaluation shows that the traditional rate-based recommendation's performance is greatly improved with the support of VV model.",
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Yin, P, Luo, P, Lee, W & Wang, M 2013, Silence is also evidence: Interpreting dwell time for recommendation from psychological perspective. in R Parekh, J He, DS Inderjit, P Bradley, Y Koren, R Ghani, TE Senator, RL Grossman & R Uthurusamy (eds), KDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining., 2487663, Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, vol. Part F128815, Association for Computing Machinery, pp. 989-997, 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, KDD 2013, Chicago, United States, 8/11/13. https://doi.org/10.1145/2487575.24876663

Silence is also evidence : Interpreting dwell time for recommendation from psychological perspective. / Yin, Peifeng; Luo, Ping; Lee, Wang-chien; Wang, Min.

KDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. ed. / Rajesh Parekh; Jingrui He; Dhillon S. Inderjit; Paul Bradley; Yehuda Koren; Rayid Ghani; Ted E. Senator; Robert L. Grossman; Ramasamy Uthurusamy. Association for Computing Machinery, 2013. p. 989-997 2487663 (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining; Vol. Part F128815).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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Yin P, Luo P, Lee W, Wang M. Silence is also evidence: Interpreting dwell time for recommendation from psychological perspective. In Parekh R, He J, Inderjit DS, Bradley P, Koren Y, Ghani R, Senator TE, Grossman RL, Uthurusamy R, editors, KDD 2013 - 19th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining. Association for Computing Machinery. 2013. p. 989-997. 2487663. (Proceedings of the ACM SIGKDD International Conference on Knowledge Discovery and Data Mining). https://doi.org/10.1145/2487575.24876663