ERIC Number: ED235424
Record Type: Non-Journal
Publication Date: 1983-Apr
Reference Count: N/A
The Effect of Information Display Format on Decision Strategies.
Kerkar, Shanta P.; Howell, William C.
Hammond's Cognitive Continuum theory posits that certain task features induce distinct processing modes (e.g., intuitive or analytic) and thus result in qualitatively different decision performance. Although the theory suggests the relation between task features and performance characteristics a priori, the validity of these predictions requires empirical verification. The main thrust of the present research was therefore to determine whether one such variable--display format--affects the way subjects process multiple predictive cues. Subjects were required to judge the suitability of hypothetical applicants for a clearly specified job based on information about each applicant's intelligence, motivation, skill, and experience. These predictive cues were displayed either as numerical cues or as positions on graphical scales. Using the policy capturing approach, an estimation of the subjects' weighting strategy under the numerical and graphical display conditions was obtained. Subjects' cue utilization (i.e., weighting of the four cues) was significantly affected by display format. Specifically, subjects tended to use all four cues when presented in graphic form, but only selected ones when displayed numerically. Implications of these findings are discussed within the framework of Hammond's Cognitive Continuum theory. (Author)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A