Interactive decision support based on preferences derived from user-generated content sources

A mechanism is provided in a data processing system comprising at least one processor and at least one memory, the at least one memory comprising instructions executed by the at least one processor to cause the at least one processor to implement a personalized interactive decision support system. A customer profile generator executing within the personalized interactive decision support system determines a set of traits for at least one customer based on at least one user-generated content source. A personalized product recommendation module executing within the personalized interactive decision support system matches the at least one customer to at least one product within a set of products based on a consumption preferences-to-product attribute mapping data structure to form at least one product recommendation. Each product in the set of products has an associated set of attributes and wherein the consumption preferences-to-product attribute mapping data structure correlates customer traits and consumption preferences and correlates consumption preferences and product attributes. A visual and interactive decision support module executing within the personalized interactive decision support system presents the at least one product recommendation.