People regularly share items using online social media. However, people's decisions around sharing---who shares what to whom and why---are not well understood. We present a user study involving 87 pairs of Facebook users to understand how people make their sharing decisions. We find that even when sharing to a specific individual, people's own preference for an item (individuation) dominates over the recipient's preferences (altruism). People's open-ended responses about how they share, however, indicate that they do try to personalize shares based on the recipient. To explain these contrasting results, we propose a novel process model of sharing that takes into account people's preferences and the salience of an item. We also present encouraging results for a sharing prediction model that incorporates both the senders' and the recipients' preferences. These results suggest improvements to both algorithms that support sharing in social media and to information diffusion models.
However, little is known about whether people make suggestions that receivers would actually like. The study most related to this question compared people's ability to predict a stranger's movie ratings based on part of that person's rating profile to predictions from a standard collaborative filtering algorithm @cite_5 . On balance, people were not as accurate---and, interestingly, got worse as the profile became more similar to their own.
@cite_5
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The growth of Internet commerce has stimulated the use of collaborative filtering (CF) algorithms as recommender systems. Such systems leverage knowledge about the known preferences of multiple users to recommend items of interest to other users. CF methods have been harnessed to make recommendations about such items as web pages, movies, books, and toys. Researchers have proposed and evaluated many approaches for generating recommendations. We describe and evaluate a new method called personality diagnosis (PD). Given a user's preferences for some items, we compute the probability that he or she is of the same "personality type" as other users, and, in turn, the probability that he or she will like new items. PD retains some of the advantages of traditional similarity-weighting techniques in that all data is brought to bear on each prediction and new data can be added easily and incrementally. Additionally, PD has a meaningful probabilistic interpretation, which may be leveraged to justify, explain, and augment results. We report empirical results on the EachMovie database of movie ratings, and on user profile data collected from the CiteSeer digital library of Computer Science research papers. The probabilistic framework naturally supports a variety of descriptive measurements--in particular, we consider the applicability of a value of information (VOI) computation. Recommendation systems make suggestions about artifacts to a user. For instance, they may predict whether a user would be interested in seeing a particular movie. Social recomendation methods collect ratings of artifacts from many individuals, and use nearest-neighbor techniques to make recommendations to a user concerning new artifacts. However, these methods do not use the significant amount of other information that is often available about the nature of each artifact - such as cast lists o r movie reviews, for example. This paper presents an inductive learning approach to recommendation that is able to use both ratings information and other forms of information about each artifact in predicting user preferences. We show that our method outperforms an existing social-filtering method in the domain of movie recommendations on a dataset of more than 45,000 movie ratings collected from a community of over 250 users. Recommender systems based on collaborative filtering predict user preferences for products or services by learning past user-item relationships. A predominant approach to collaborative filtering is neighborhood based ("k-nearest neighbors"), where a user-item preference rating is interpolated from ratings of similar items and or users. We enhance the neighborhood-based approach leading to substantial improvement of prediction accuracy, without a meaningful increase in running time. First, we remove certain so-called "global effects" from the data to make the ratings more comparable, thereby improving interpolation accuracy. Second, we show how to simultaneously derive interpolation weights for all nearest neighbors, unlike previous approaches where each weight is computed separately. By globally solving a suitable optimization problem, this simultaneous interpolation accounts for the many interactions between neighbors leading to improved accuracy. Our method is very fast in practice, generating a prediction in about 0.2 milliseconds. Importantly, it does not require training many parameters or a lengthy preprocessing, making it very practical for large scale applications. Finally, we show how to apply these methods to the perceivably much slower user-oriented approach. To this end, we suggest a novel scheme for low dimensional embedding of the users. We evaluate these methods on the netflix dataset, where they deliver significantly better results than the commercial netflix cinematch recommender system. The collaborative filtering approach to recommender systems predicts user preferences for products or services by learning past user-item relationships. In this work, we propose novel algorithms for predicting user ratings of items by integrating complementary models that focus on patterns at different scales. At a local scale, we use a neighborhood-based technique that infers ratings from observed ratings by similar users or of similar items. Unlike previous local approaches, our method is based on a formal model that accounts for interactions within the neighborhood, leading to improved estimation quality. At a higher, regional, scale, we use SVD-like matrix factorization for recovering the major structural patterns in the user-item rating matrix. Unlike previous approaches that require imputations in order to fill in the unknown matrix entries, our new iterative algorithm avoids imputation. Because the models involve estimation of millions, or even billions, of parameters, shrinkage of estimated values to account for sampling variability proves crucial to prevent overfitting. Both the local and the regional approaches, and in particular their combination through a unifying model, compare favorably with other approaches and deliver substantially better results than the commercial Netflix Cinematch recommender system on a large publicly available data set.