Gratification: delayed and instant

A nice piece on why netflix did not implement the algorithm which won the million dollar prize, towards the end of which I found this:

The viewing data obviously makes a huge difference, but I also find it interesting that there’s a clear distinction in the kinds of recommendations people that work if people are going to “watch now” vs. “watch in the future.” I think this is an issue that Netflix probably has faced on the DVD side for years: when people rent a movie that won’t arrive for a few days, they’re making a bet on what they want at some future point. And, people tend to have a more… optimistic viewpoint of their future selves. That is, they may be willing to rent, say, an “artsy” movie that won’t show up for a few days, feeling that they’ll be in the mood to watch it a few days (weeks?) in the future, knowing they’re not in the mood immediately. But when the choice is immediate, they deal with their present selves, and that choice can be quite different. It would be great if Netflix revealed a bit more about those differences, but it is already interesting to see that the shift from delayed gratification to instant gratification clearly makes a difference in the kinds of recommendations that work for people.

Link via MR.

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