Techniques for determining an interest in an object of interest in a given situation are disclosed. Multiple situation-based interest rating components can be provided for various situations. Each situation-based interest rating component can include an interest value indicative of interest in an object of interest in one of the situations. An input situation can then be obtained. One of the situation-based interest rating components can be identified matching an input situation. The relevance of one or more of the other situation-based interest rating components to the identified matching component can then be determined. This can, for example, be done by computing one or more distances between only the respective situation-based portions of the matching situation-based interest rating component and one or more of the other components, or based on the interest value-based portion of each component, or both.