A system and method for assisting a consumer in selecting items from a master list of available items, when the consumer has already sampled some of the available items, and indicated a favorable response to a subset of the sampled items by including the names of the favored items on an input list. The system recommends items from the master list based on the input list of favored items. These recommended items having a high probability of appeal to the consumer. The accuracy of the recommendations is achieved by calculating degrees of similarity between different items on the master list. The similarities are calculated by storing how often the items are linked together, by appearing together on the input lists of previous consumers. Each use of the system by a consumer then increases the accuracy of the system, since one more input list is added to the table of input lists captured from previous consumers.