Information Presentation Format Research Articles

An E-Retailer’s Dilemma: The Dual Influence of Information Presentation

This study addresses the question of which information presentation format e-retailers should choose to encourage consumers to use their websites. The study proposes a model built on three conceptual foundations: the technology acceptance model (TAM), the theory of cognitive fit, and the trade-off effort-accuracy model. The model posits that consumers’ perceived cognitive effort mediates the relationship between cognitive fit and consumer perceived the perceived usefulness of the website interface for selecting the best product alternative. An online experiment was conducted with 599 e-shoppers. The results suggest that e-retailers encounter a dilemma when selecting the information presentation format for their website interface. Indeed, while cognitive fit is positively related to perceived ease of use of the website, it is negatively related to perceived effort. In turn, perceived effort is positively related to perceived usefulness conceptualized as perceived decision accuracy.

The Effects of Information Presentation Format on Judgment and Decision Making: A Review of the Information Systems Research

ABSTRACT: This paper reviews the information systems and accounting information systems research on the effects of information presentation format on judgment and decision making. We limit our review to static (noninteractive) formats only, where the user cannot manipulate or change the characteristics of the task, including information presentation format. We provide a conceptual framework, describing the role of information presentation in individual decision making. Additionally, we develop an integrated model of information presentation research based upon the theory of cognitive fit, and use the model to summarize the prior literature and provide suggestions for future research.

The Impact of Graphical Displays of Pro Forma Earnings Information on Professional and Nonprofessional Investors' Earnings Judgments

Regulation G (SEC 2003b) requires managers to reconcile textual non-GAAP performance measures (i.e., pro forma disclosures) to GAAP. Graphical disclosures also require reconciliation; however, neither the format nor the placement of the reconciliation is specified. We apply cognitive fit theory to argue that the influence of graphical information presentation formats is contingent on investor type and judgment complexity. Participants in our study viewed a simulated Investor Relations web site for a large drug retailer and made judgments regarding current fiscal year earnings performance, earnings potential, and investment amount. We manipulated graphical (GAAP-only vs. GAAP and pro forma), and textual (GAAP-only vs. pro forma reconciled to GAAP) earnings disclosure content in a 2 x 2 between-participants design. We find that nonprofessional investors’ current fiscal year earnings performance, earnings potential, and investment amount judgments are all influenced by graphical displays which include pro forma as opposed to GAAP-only earnings information. Graphical displays of pro forma earnings information do not influence professional investors’ current year earnings performance judgments; however, these displays do influence professional investors’ earnings potential and investment amount judgments because they are more complex. Our results suggest a need to further examine the influence of graphical pro forma earnings presentation formats on investor judgments.

Child Benefit Support and Method of Payment: Evidence from a Randomized Experiment in Belgium

We examine the effects of information and information presentation format on individuals' choice of payment method in a large randomized experiment carried out with the Belgian National Office for Family Benefits. We find that a one-time mailing providing information about method of payment for child benefit support caused a fourfold increase in parents' decision to switch from payment by check to electronic payment. Simple, low-cost supplements significantly raised people's responsiveness to the mailing. Our results suggest that complexity and information (processing) costs pose significant barriers to transitioning to electronic payment methods, and that deliberate efforts to lower these costs can contribute to large behavioral changes. (JEL D83, J13)

Comprehension of Internet-based numeric cancer information by older adults

Competency in health numeracy is essential in understanding risk about disease susceptibility and the consequences of disease treatment. Both health literacy and skill in using the Internet to obtain health information are lower among older compared with younger adults. Presentation format of health information has been shown to influence comprehension. The objective of this study was to determine the influence of information formatting (text and graphic) on older adults' comprehension of Internet-based numeric cancer risk information. This cross-sectional study involved a convenience sample of adults, aged 50 years and older from diverse ethnic and educational backgrounds. Cancer risk information, obtained from a Canadian Cancer Society web page, was presented as text, graphics or as a combination of text and graphics formats. Comprehension of the information was assessed by six questions focused on basic numeracy skill and ability to perform simple calculations and operations. A three-item general context numeracy and an eight-item health context numeracy instrument were used to describe health numeracy skills of participants. The six-item Newest Vital Sign (NVS) test was used to assess prose and numeric health literacy. There was no statistically significant effect of presentation format on participants' comprehension of the cancer information. Participants' comprehension of basic health numeracy information was positively correlated with education (p ≤ 0.05) and income (p ≤ 0.01) whereas comprehension of information that assessed calculation and operations numeracy skill was positively correlated only with income (p ≤ 0.05). Health literacy skill and income explained a significant proportion of the variance in overall comprehension of Internet-based cancer risk information (R2 = 0.414, p ≤ 0.01) in this sample of older adults. Format of numeric risk information was not a significant factor in the comprehension of cancer risk information in this group of ethnically diverse, older adults. However, comprehension of the information was related to health literacy skill and income.

Visualization of Group Members' Participation

Previous research has shown that people involved in a computer-mediated information-exchange situation are strongly influenced by the behavior of other participants. In order to avoid being exploited by the other group members, people use the current cooperation level of the rest of the group as an orientation for their own willingness to cooperate. In a highly cooperative group, this leads to a positive development. However, the question arises as to how a negative development can be dealt with, without reinforcing a mutual decline in cooperation. In order to empirically answer this question, the study reported here considers an idea from information-visualization research and experimentally varies information presentation formats. Results show that a cumulative information presentation format supports people's contribution behavior. Moreover, the highest cooperation rate was found for those individuals with a dispositionally high need to engage in social comparison in a situation with a cumulative group feedback format.

Quality-adjusted price comparison of non-homogeneous products across Internet retailers

This study compares prices offered by multiple Internet retailers. This task is challenging because e-tailers cannot present their entire assortments to each consumer. Therefore, the quality of the product assortments presented by different e-tailers to each consumer is not directly comparable on an item-by-item basis, resulting in non-homogeneous offerings across retailers. We further consider the interaction between retailers (product information presentation format) and consumers (product information search strategies), which makes price comparisons among the retailers even more non-homogeneous. To grapple with this quality-adjusted price comparison problem for non-homogeneous products, we use a stochastic-frontier hedonic-price regression model to find the “lowest” theoretical price for a product given its characteristics. We then assess the price efficiency of the product as the ratio between this lowest price and the offered market price. This framework allows for the comparison of retailers in their ability to offer the “best deals” even when their actual assortments are not directly comparable in quality. Moreover, this framework provides Internet retailers with a relative measure of price efficiency. This helps them understand when and where they offer competitive prices to consumers. We illustrate our approach empirically in a comparison of price efficiency among three major Internet travel agents on a sample of posted itineraries and airfares. Furthermore, we demonstrate that the price efficiency of an Internet travel agent depends on the format of its website and on consumers' search strategies.

Probability Information in Risk Communication: A Review of the Research Literature

Communicating probability information about risks to the public is more difficult than might be expected. Many studies have examined this subject, so that their resulting recommendations are scattered over various publications, diverse research fields, and are about different presentation formats. An integration of empirical findings in one review would be useful therefore to describe the evidence base for communication about probability information and to present the recommendations that can be made so far. We categorized the studies in the following presentation formats: frequencies, percentages, base rates and proportions, absolute and relative risk reduction, cumulative probabilities, verbal probability information, numerical versus verbal probability information, graphs, and risk ladders. We suggest several recommendations for these formats. Based on the results of our review, we show that the effects of presentation format depend not only on the type of format, but also on the context in which the format is used. We therefore argue that the presentation format has the strongest effect when the receiver processes probability information heuristically instead of systematically. We conclude that future research and risk communication practitioners should not only concentrate on the presentation format of the probability information but also on the situation in which this message is presented, as this may predict how people process the information and how this may influence their interpretation of the risk.

Use of care labels: linking need for cognition with consumer confidence and perceived risk

PurposeThe purpose of this paper is to investigate the effect of apparel care label information presentation formats (i.e. symbols only, text only, and the combination) and the individual trait of need for cognition on consumers' confidence in and risk perceptions about the post‐purchase activity of care of apparel items.Design/methodology/approachA scenario‐based experiment was conducted using a convenience sample of 275 undergraduate students for data collection. MANCOVA was conducted to test the hypotheses.FindingsThe findings of this research suggest not only that the text only format and the combination of text and symbols format are preferred to the symbols only format but also that the text only format was the most preferred among the three formats. Both the text only format and the combination format significantly increased consumers' confidence in and reduced consumers' risk perceptions about their care of apparel items.Practical implicationsThe symbols only label does reduce apparel manufacturers' costs. However, because consumers may use care label information as a decision criterion for purchasing apparel items, industry practitioners need to also pay attention to the impact of end consumers' perceptions of these labels on their purchase decisions.Originality/valueExamination of three different information presentation formats (symbols only, text only, and the combination of symbols and text) adds to the extant literature focusing on mainly two levels of formats (i.e. visual vs verbal).

The impact of presentation format on causal inferences

The impact of the presentation format of covariation information on causal judgements was examined in a fictitious virus-disease causal induction task. Six different judgement conditions were created by crossing two levels of virus-disease covariation (0, .5) with three levels of disease base rate (.25, .5, .75). The covariation information was presented differently to three groups of participants. In a first group, it was presented in propositional format summarising the frequencies of the four patient types, namely patients with or without the virus who either did have or did not have the disease. In a second group the same information was presented in a 2×2 table with the cell frequencies represented in terms of countable objects (the presence/absence of virus/disease was shown as schematic faces that varied in expression and colour). In a third group the covariation information was presented in terms of a cumulative frequency tree with the two main branches representing the frequencies of patients with and without the disease which further decomposed into subgroups of those with and without the virus. The ability to discriminate between the levels of covariation was poorest in Group 1; it was significantly improved in Group 2, and was best in Group 3. These results suggest that the format with which covariation information is presented to reasoners exerts a significant influence on causal judgements.

The role of information presentation formats in belief updating

The effects of the format by which information is presented on the cognitive processes of belief updating were investigated in the present research. Because of the differences in the affordance of verbal vs. numerical information, it is predicted that the belief updating processes involved in processing verbal and numerical information would be different. Specifically, the additive rule is used to combine information using verbal formats, while the averaging rule is used to combine information using numerical formats. Two experiments were conducted to test these hypotheses. Experiment 1 tested the belief updating process in the positive direction, and Experiment 2 tested the process in the negative direction. Two independent variables were manipulated: information presentation format (verbal vs numerical) and presentation order (strong–weak vs weak–strong). The participants were asked to adjust their purchase likelihood of a consumer product based on the sequential presentations of two experts' opinions. These two opinions varied in their formats (verbal vs. numerical) and strengths (strong vs weak). The two opinions were presented in either the strong–weak order or the weak–strong order. Participants were instructed to first anchor their purchase likelihood at 50%, and then adjust the purchase likelihood, first based on the first expert's opinion, and second based on both experts' opinions. In both experiments the hypotheses that participants employed an additive rule to integrate verbal information and an averaging rule to integrate numerical information were supported.

Less Is More in Presenting Quality Information to Consumers

Much effort has been put into improving measures of health care quality. Although early research suggested that consumers made little use of quality reports, most reports were based on nonstandardized measures and were not user friendly. Information presentation approaches, however, will have a significant influence on what information is attended and used. The present research examines whether information presentation methods differentially influence consumers who differ in numeric skills. Results of three studies support the idea that "less is more" when presenting consumers with comparative performance information to make hospital choices. Results were particularly strong for those lower in numeracy, who had higher comprehension and made better choices when the information-presentation format was designed to ease the cognitive burden and highlight the meaning of important information. These findings have important implications for the sponsors of comparative quality reports designed to inform consumer decision making in health care.

The influence of information presentation formats on complex task decision-making performance

Understanding the influence of information presentation formats on decision-making effectiveness is an important component of human–computer interaction user interface design. The pervasive nature and ease of use associated with information display formats in widely used personal productivity software suggests that decision-makers are likely to create and/or use documents with both text-based and more visually oriented information displays. Past research has investigated the role of these displays on simple decision tasks; however, empirical research has not extended to more complex tasks, more comparable to the types of tasks decision-makers face every day. Results from the empirical analysis suggest that the relationship between information presentation format and decision performance is moderated by the complexity of the task. More specifically, spatial formats result in superior decision accuracy for simple- and complex-spatial tasks and faster decision time for all tasks except the complex-symbolic task where graphs and tables result in equivalent decision time.

The impact of secondary task cognitive processing demand on driving performance

Crash causation research has identified inattention as a major source of driver error leading to crashes. The series of experiments presented herein investigate the characteristics of an in-vehicle information system (IVIS) task that could hinder driving performance due to uncertainty buildup and cognitive capture. Three on-road studies were performed that used instrumented passenger and tractor-trailer vehicles to obtain real-world driving performance data. Participants included young, middle-aged, and older passenger vehicle drivers and middle-aged and older commercial vehicle operators. While driving, they were presented with IVIS tasks with various information densities, decision-making elements, presentation formats, and presentation modalities (visual or auditory). The experiments showed that, for both presentation modalities, the presence of multiple decision-making elements in a task had a substantial negative impact on driving performance of both automobile drivers and truck drivers when compared to conventional tasks or tasks with only one decision-making element. The results from these experiments can be used to improve IVIS designs, allowing for potential IVIS task phenomena such as uncertainty buildup and cognitive capture to be avoided.

Paradoxical effects of information presentation formats and contextual interference on transfer of a complex cognitive skill

In a 2x2 factorial design the effects of (1) information presentation format and (2) contextual interference on training behavior, transfer performance and mental effort were studied for learning troubleshooting skills with a computer-based simulation. Participants studied information about the functioning of an alcohol distillery system (system principles) prior to practicing troubleshooting skills. Regarding the first factor, an expository (Exp) format, in which system principles, examples and a troubleshooting strategy were presented in a textual form, was compared to an inquisitory (Inq) format, in which participants had to predict the behavior of the system after they studied the system principles and in which demonstrations of the troubleshooting strategy were given. With regard to the second factor, a low contextual interference (LCI) condition in which participants practiced to diagnose types of system failures in a blocked schedule was compared to a high contextual interference (HCI) condition, in which different failure types were practiced in a random schedule. The main hypothesis is that the Inq and HCI conditions promote the development of cognitive schemata that enable learners to diagnose a malfunctioning system component by interpreting symptoms in terms of violations of system principles. Hence, they are expected to show higher transfer performance than participants in the traditional Exp and LCI conditions, who are believed to develop schemata containing associations between symptoms and malfunctioning components that are context-bound and less useful for diagnosing new failures. Contrary to the predictions, the traditional conditions (Exp and LCI) showed higher performance on a transfer test two weeks after training. Possible explanations for this result are discussed.

Communicating Asset Risk: How Name Recognition and the Format of Historic Volatility Information Affect Risk Perception and Investment Decisions

An experiment examined how the type and presentation format of information about investment options affected investors' expectations about asset risk, returns, and volatility and how these expectations related to asset choice. Respondents were provided with the names of 16 domestic and foreign investment options, with 10-year historical return information for these options, or with both. Historical returns were presented either as a bar graph of returns per year or as a continuous density distribution. Provision of asset names allowed for the investigation of the mechanisms underlying the home bias in investment choice and other asset familiarity effects. Respondents provided their expectations of future returns, volatility, and expected risk, and indicated the options they would choose to invest in. Expected returns closely resembled historical expected values. Risk and volatility perceptions both varied significantly as a function of the type and format of information, but in different ways. Expected returns and perceived risk, not predicted volatility, predicted portfolio decisions.

The management of cognitive load during complex cognitive skill acquisition by means of computer‐simulated problem solving

This study compared the effects of two information presentation formats on learning to solve problems in electrical circuits. In one condition, the split-source format, information relating to procedural aspects of the functioning of an electrical circuit was not integrated in a circuit diagram, while information in the integrated format condition was integrated in the circuit diagram. It was hypothesized that learners in the integrated format would achieve better test results than the learners in the split-source format. Equivalent-test problem and transfer-test problem performance were studied. Transfertest scores confirmed the hypothesis, though no differences were found on the equivalent-test scores.

Between-Individual Comparisons in Performance Evaluation: A Perspective From Prospect Theory.

This article examines how between-individual comparisons influence performance evaluations in rating tasks. The authors demonstrated a systematic change in the perceived difference across ratees as a result of changing the way performance information is expressed. Study 1 found that perceived performance difference between 2 individuals was greater when their objective performance levels were presented with small numbers (e.g., absence rates of 2% vs. 5%) than when they were presented with large numbers (e.g., attendance rates of 98% vs. 95%). Extending this finding to situations involving trade-offs between multiple performance attributes across ratees, Study 2 showed that the relative preference for 1 ratee over another actually reversed when the presentation format of the performance information changed. The authors draw upon prospect theory to offer a theoretical framework describing the between-individual comparison aspect of performance evaluation.

Treatment decision-making and the form of risk communication: results of a factorial survey

BackgroundProspective users of preventive therapies often must evaluate complex information about therapeutic risks and benefits. The purpose of this study was to evaluate the effect of relative and absolute risk information on patient decision-making in scenarios typical of health information for patients.MethodsFactorial experiments within a telephone survey of the Michigan adult, non-institutionalized, English-speaking population. Average interview lasted 23 minutes. Subjects and sample design: 952 randomly selected adults within a random-digit dial sample of Michigan households. Completion rate was 54.3%.ResultsWhen presented hypothetical information regarding additional risks of breast cancer from a medication to prevent a bone disease, respondents reduced their willingness to recommend a female friend take the medication compared to the baseline rate (66.8% = yes). The decrease was significantly greater with relative risk information. Additional benefit information regarding preventing heart disease from the medication increased willingness to recommend the medication to a female friend relative to the baseline scenario, but did not differ between absolute and relative risk formats. When information about both increased risk of breast cancer and reduced risk of heart disease were provided, typical respondents appeared to make rational decisions consistent with Expected Utility Theory, but the information presentation format affected choices. Those 11% – 33% making decisions contrary to the medical indications were more likely to be Hispanic, older, more educated, smokers, and to have children in the home.ConclusionsIn scenarios typical of health risk information, relative risk information led respondents to make non-normative decisions that were "corrected" when the frame used absolute risk information. This population sample made generally rational decisions when presented with absolute risk information, even in the context of a telephone interview requiring remembering rates given. The lack of effect of gender and race suggests that a standard strategy of presenting absolute risk information may improve patient decision-making.

Timing of Information Presentation in Learning Statistics

This study in the domain of statistics comparesfour information presentation formats in a 2 × 2factorial design: timing of supportiveinformation (before or during taskpractice) × timing of procedural information(before or during task practice).Seventy-two psychology and education students(7 male and 65 female; mean age 18.5 years,SD = 2.85) participated. Theeffectiveness of the learning material wasmeasured by test performance. The instructionalefficiency was measured by a combination ofmental effort during practice and testperformance (i.e., a high test performancecombined with a low mental effort duringpractice denotes a high instructionalefficiency). ANOVA showed a main effect fortiming of supportive information: presentationduring practice led to more efficient learning than presentationbefore practice. Moreover, an interactioneffect was found. Simultaneous presentation ofprocedural information before andsupportive information during practiceled to the most efficient learning.