Information search and decision making: The effects of information displays

Abstract

Information display boards may be used to test assumptions about underlying cognitive processes in decision situations. However, the question may be raised whether information processing in a complex decision situation is indepemdent of the structure of the information display board used. In a study employing 96 subjects, the design of the information display board, the number of alternatives, and the number of attributes were varied. Twelve groups of eight subjects were presented with one hypothetical choice among riskless multiattribute decision alternatives (apartments). Results showed that information search patterns were not influenced by the design of the information display board, but that the relative number of attributes included in the decision process was. The number of available attributes appeared to be the strongest determinant of information search patterns. A higher number of attributes induced information search patterns consistent with the noncompensatory conjunctive decision rule. It is suggested that the decision situation employed, which forced the decision maker to remember each piece of information acquired, underlies the difference between the results in the present study and previous findings.