DUAL-METRIC MEASUREMENT OF THE IMPACT OF COMPLEXITY ON DECISION QUALITY*

Both sophisticated and unsophisticated subjects were provided either a simple or a complex cue set at random on which to base decisions. A dual-metric approach that consisted of measuring interrater consistency and cross-item variance for each subject category was used to compare the decision quality of the subjects. Although complexity and decision quality were inversely related, the sophisticated subjects performed relatively better using the complex cue set; the unsophisticated subjects performed better using the simple cue set. These findings support the notion that decision-maker and task compatibility are important to the assessment of decision quality.     

SOME CAUTIONARY NOTES ON THE USE OF CONJOINT MEASUREMENT FOR HUMAN JUDGMENT MODELING*

Conjoint measurement has been suggested as a methodology that might be useful in assisting research concerned with the identification of the structural form of a judge's model. This paper synthesizes the results of some recent research that examined the robustness of this methodology. This research suggests that conjoint measurement has three major weaknesses: (1) certain biases exist when diagnosing model structure, (2) model diagnosis is limited to a small set of potential models, and (3) error substantially compromises conjoint measurement's ability to diagnose model structure. An empirical example that demonstrates some of the difficulties of using this methodology with experimental data is also presented.     

Fading Frames: Data Presentation and Framing Effects*

This article describes three experiments that investigate the impact of data presentation on framing, which is the differential evaluation of objectively equivalent information given different frames of reference. The experiments were designed to vary the amount of information and the format of presentation (tables versus graphs) provided to the decision maker to gain an understanding of the mechanism underlying framing. The inferred information model proposed by Johnson and Levin [11] is utilized to explain the results of the three experiments in terms of the redistribution of weights attached by the decision makers to the attributes of the prospective outcomes. The results of the three experiments indicate that framing effects are observed only when the presentation of data facilitates the shifting of weights among the attributes of the available alternatives. The results further indicate that framing is eliminated as more information is displayed. However, presentation of additional information does not eliminate framing when a graphical format is utilized. Finally, no framing effects are observed when uneven amounts of information are used to describe two alternatives in the same decision task.     

The Effectiveness of Graphical Presentation for Information Extraction: A Cumulative Experimental Approach*

Three laboratory experiments were conducted to assess the relative strengths and weaknesses of bar, symbol, and line graphs for performing a variety of elementary information extraction tasks using two dependent variables, time and accuracy. The findings indicate that the degree of support provided by a particular graph format for a particular data extraction task depends on the matching of format and task in terms of their anchoring characteristics. Anchoring, in this context, refers to the phenomenon that specific and diverse parts of a graph are segmented by the reader to act as salient and relevant cues, or anchors, when different classes of information are to be extracted from the graph. A data extraction task has high x-value (y-value) anchoring if the x-axis (y-axis) component is represented in the question as either a given value or an unknown value. Conversely, a task has low x-value (y-value) anchoring if the x-axis (y-axis) component is not represented in the question as either a given value or as an unknown value. Data extraction accuracy was not significantly affected by presentation format. Bars provided the best time performance for data extraction tasks having high anchoring on both axes but were not appropriate for tasks having low anchoring on either the y axis or both the x and y axes. Line graphs tended to be worse in terms of time performance for tasks having high anchoring on both axes although they were as fast or better than other representations for tasks having low anchoring on both axes. Symbol plots appeared to possess anchoring characteristics associated with both bars and line graphs. Symbols (as with bars) tended to produce a time performance superior to that of line graphs for tasks having high anchoring on both axes; and (as with line graphs) symbols allowed faster results than bar graphs for tasks having low anchoring on either the y axis or both the x and y axes.     

COMPUTER GRAPHICS AS DECISION AIDS: DIRECTIONS FOR RESEARCH*

Computer-generated graphics are becoming increasingly available to decision makers. Despite claims on the part of vendors that the use of graphics will improve decision speed and quality over traditional methods of data display, the available evidence is far from supportive. Initial studies show graphics to be no more effective in communicating information than tables. Correct interpretation of graphical displays appears to require training, which most users lack. Furthermore, there is evidence that those features that make a graph visually attractive—such as color, design complexity, and realism—may actually detract from accurate comprehension. This paper summarizes the literature dealing with the human use of graphics, develops several propositions based on persistent trends in the literature, and suggests directions for future research.     

An Empirical Investigation of the Effects of Decision Aids on Problem-Solving Processes*

Despite the growing number of investigations examining decision support systems (DSS), relatively few empirical studies have evaluated the effects of DSS on problem-solving processes. This study uses protocol analysis to investigate the impact of a specific decision aid on problem-solving processes in a semi-structured problem. Results indicate that decision aids influence the problem-solving processes of decision makers. The effect of a decision aid is found to be contingent on familiarity with the decision aid, task familiarity, and the interaction of these two factors. Suggestions for incorporating interaction effects and problem-solving processes into future examinations are proposed.     

CATEGORY WIDTH COGNITIVE STYLE AS A FACTOR IN ACCOUNTANTS' PERCEPTIONS OF ACCOUNTING INFORMATION

This paper reports the findings of a laboratory experiment designed to investigate the relationship of category width (CW) cognitive style with accountants' perceptions of accounting information. Subjects drawn from large accounting firms in Sydney, Brisbane, and Melbourne, Australia, were classified into broad, medium, and narrow categories following the test devised by Pettigrew [19]. Subjects were requested to state their level of confidence in decisions they had made after receiving (1) conventional accounting information or (2) conventional accounting information and human resources accounting (HRA) information using a one-group pretest-posttest design. The results indicated a significant relationship between CW cognitive style and the accountants' confidence in their decisions. Furthermore, CW cognitive style moderated the accounting-information/decision-making relationship.     

COGNITIVE STYLE AND THE USEFULNESS OF INFORMATION*

The desirability of a merger/acquisition alternative depends in part on the perceptions of the decision maker. What sources of information are “useful” to the decision maker & Does the set of useful information remain constant for all decision makers; if not, do individuals using similar information sets have similar information processing characteristics? Do these sets vary as feedback is obtained during the decision process? To answer these questions, graduate students participated in a modified Delphi experiment, and the resulting data were analyzed by the two-way aligned-ranks nonparametric test. These test results affirm that in a merger/acquisition scenario, decision makers with different cognitive styles prefer different sets of information and these sets vary dynamically as feedback is incorporated in the decision-making process. Furthermore, information that contains worker and community welfare considerations is identified as “useful” five times more frequently by decision makers with a “feeling” cognitive style than those with a “thinking” style.     

PERFORMANCE DIFFERENCES IN THE USE OF GRAPHIC AND TABULAR DISPLAYS OF MULTIVARIATE DATA

It has been suggested that graphically displayed multivariate data help decision makers better understand information they are called on to analyze. This study compares judgments made from one recently suggested multivariate display technique with judgments made from traditional tabular displas of financial figures. Significant differences in task performance are found to be related both to differences in the stimulus sets and to individual differences among the subjects. Our results suggest that the relative contribution of graphic displays to decision making may vary considerably from situation to situation.     

META-DESIGN CONSIDERATIONS IN DEVELOPING MODEL MANAGEMENT SYSTEMS*

This paper examines cognitive considerations in developing model management systems (MMSs). First, two approaches to MMS design are reviewed briefly: one based on database theory and one based on knowledge-representation techniques. Then three major cognitive issues—human limitations, information storage and retrieval, and problem-solving strategies—and their implications for MMS design are discussed. Evidence indicates that automatic modeling, which generates more complicated models by integrating existing models automatically, is a critical function of model management systems. In order to discuss issues pertinent to automatic modeling, a graph-based framework for integrating models is introduced. The framework captures some aspects of the processes by which human beings develop models as route selections on a network of all possible alternatives. Based on this framework, three issues are investigated: (1) What are proper criteria for evaluating a model formulated by an MMS? (2) If more than one criterion is chosen for evaluation, how can evaluations on each of the criteria be combined to get an overall evaluation of the model? (3) When should a model be evaluated? Finally, examples are presented to illustrate various modeling strategies.     

An Examination of Two Screen/Report Design Variables in an Information Recall Context*

Screen/report design for output organization is still very much a common sense-driven activity. This paper identifies a preliminary set of factors beyond display format for examination as screen/report design variables. A laboratory experiment was conducted to assess the influence of one of these factors, spatial layout of information, along with display format in an information recall context. Individual imagery orientation (verbalizer/visualizer) was used as a moderating variable in the experimental design. The findings indicate that spatial layout of information significantly influenced performance when the recall task involved pattern detection. In fact, a central location of data in a document was the most conducive to pattern recall performance. Further, terminal items facilitated pattern recall better than early input items. With respect to display format, the results support previous findings that a tabular display enhances performance for point-value recall tasks while graphs exhibit an edge over tables for pattern types of recall tasks. Overall, the verbalizers demonstrated a complete supremacy in performance. Interaction between individual imagery orientation and display format indicates that, while the verbalizers and the mixed type were immune to display format variations, the graphical stimulus enhanced the pattern recall performance of the visualizers.     

Decisional Conflict and User Acceptance of Multicriteria Decision-Making Aids*

Despite the development of increasingly sophisticated and refined multicriteria decision-making (MCDM) methods, an examination of the experimental evidence indicates that users most often prefer relatively unsophisticated methods. In this paper, we synthesize theories and empirical findings from the psychology of judgment and choice to provide a new theoretical explanation for such user preferences. Our argument centers on the assertion that the MCDM method preferred by decision makers is a function of the degree to which the method tends to introduce decisional conflict. The model we develop relates response mode, decision strategy, and the salience of decisional conflict to user preferences among decision aids. We then show that the model is consistent with empirical results in MCDM studies. Next, the role of decisional conflict in problem formulation aids is briefly discussed. Finally, we outline future research needed to thoroughly test the theoretical mechanisms we have proposed.     

AN EMPIRICAL EXAMINATION OF THE BIASING EFFECTS OF FRAMING ON BUSINESS DECISIONS*

This paper presents results of three studies testing whether decision bias due to framing, found in consumer purchase contexts, also would occur in a business setting. In the first study, business-student subjects displayed framing-induced decision bias just as subjects had in an earlier study by Tversky and Kahneman [12]. When the consumer problem was recast into a business decision in the second study, student subjects trained to handle the problem still revealed bias, although to a lesser extent. In the third study, experienced business managers revealed the same pattern of decision bias as the student subjects. Implications of this bias for business decision makers are discussed.     

CONTINUITY IN MIS/DSS LABORATORY RESEARCH: THE CASE FOR A COMMON GAMING SIMULATOR*

To date, case analyses and field studies have predominated in MIS/DSS research. Laboratory studies seem not to have been given the attention they deserve. This trend is partially due to: (1) the high costs associated with developing decision simulators and related software to support laboratory research and (2) difficult problems with external validity because of unrealistically simple simulated decision environments and DSS software. Since MIS/DSS laboratory research has been most successful when studies have occurred in an interrelated stream, the development of common, portable, and flexible simulators seems desirable. Common simulators would reduce the time and cost of developing experiments, provide for research continuity, comparability, and replication, and facilitate researcher-to-researcher communication. Sufficiently complex simulators and DSS software would reduce problems with external validity by providing more realistic laboratory models. This paper presents a software package that offers considerable potential as a common tool for DSS research.     

JUDGMENT POLICIES USED IN ASSESSING ENTERPRISE-ZONE ECONOMIC SUCCESS CRITERIA*

This paper reports on a study of the issue relationships and priorities used by public officials in making local economic-development policy decisions. Economic success criteria for evaluating distressed areas were compared and were found to vary in importance among officials. Policy bases of expert judges were determined. Their differences, as well as the implications of including this type of knowledge in the decision-making process, are discussed. Recommendations for a more detailed understanding of the public-policy decision process in economic development, through the use of a policy-capture approach, are made.     

Decision Making in an Automated Environment: The Effects of Anonymity and Proximity with a Group Decision Support System*

Recent advances in information systems technology have made it possible to support the work of interacting groups using networked personal computers. A laboratory experiment was conducted using a group decision support system to evaluate effects of anonymity and proximity on group process in automated group problem solving. Twenty groups of four persons each performed an idea-generating task using an interactive electronic brainstorming program. This experiment's main findings were: (1) Group members working anonymously and apart generated more comments. (2) Working in the same room increased satisfaction. (3) Highest levels of perceived system effectiveness were reported under anonymity.     

A Computerized Approach to Decision Process Tracing for Decision Support System Design*

We propose the use of computerized process tracing (CPT) tools as an appropriate approach for monitoring the information acquisition and evaluation phase of specific decision processes. CPT tools are unobtrusive and seem particularly relevant for evaluating certain decision tasks that may be supported by decision support systems (DSS). CPT tools can be an important component of DSS development. An information systems research taxonomy developed by previous researchers [29] [36] is used to position research work involving the methodology of CPT. Using a critique suggested by Libby [28], CPT tools are evaluated and compared to alternative process tracing tools. A brief empirical example using CPT is provided, and future uses relative to DSS are suggested. The appendix includes an example of a specific CPT tool.     

Cognitive Fit: A Theory-Based Analysis of the Graphs Versus Tables Literature*

A considerable amount of research has been conducted over a long period of time into the effects of graphical and tabular representations on decision-making performance. To date, however, the literature appears to have arrived at few conclusions with regard to the performance of the two representations. This paper addresses these issues by presenting a theory, based on information processing theory, to explain under what circumstances one representation outperforms the other. The fundamental aspects of the theory are: (1) although graphical and tabular representations may contain the same information, they present that information in fundamentally different ways; graphical representations emphasize spatial information, while tables emphasize symbolic information; (2) tasks can be divided into two types, spatial and symbolic, based on the type of information that facilitates their solution; (3) performance on a task will be enhanced when there is a cognitive fit (match) between the information emphasized in the representation type and that required by the task type; that is, when graphs support spatial tasks and when tables support symbolic tasks; (4) the processes or strategies problem solvers use are the crucial elements of cognitive fit since they provide the link between representation and task; the processes identified here are perceptual and analytical; (5) so long as there is a complete fit of representation, processes, and task type, each representation will lead to both quicker and more accurate problem solving. The theory is validated by its success in explaining the results of published studies that examine the performance of graphical and tabular representations in decision making.