A conceptual model to understand the consumer’s adoption and use of certain website recommendation system is presented; the research problem is tackled from a psychological perspective. The authors base on, adapt and integrate classical theories of consumer behavior with particular theories developed in the framework of computer-mediated environments. The model proposed, along with the relations analyzed among the variables considered (a total of 16 research propositions), should be of help for recommendation systems designer and website managers, in order to work with systems more aware of the psychological process experienced by consumers when interacting with them.