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Information Load, Cost/Benefit Assessment and Decision Strategy Variability

Gonzaga University

Michael L. Ursic

Gonzaga University

The effect of four potential information load-producing variables on decision strategies and decision time and accuracy was examined. These variables included two task-effects, the number of alternatives and attributes, and two context effects, the variability of information on the attributes and alternative similarity. Number of alternatives had the most impact on decision strategies, which were determined via protocols collected during a decision task. The four load-producing variables all had a significant effect on decision time, with the task-effect variables having the greatest influence. Of the two load-producing variables that showed a significant relationship with decision accuracy, alternative similarity had the most impact.

Journal of the Academy of Marketing Science, Vol. 21, No. 1, 13-20 (1993)
DOI: 10.1177/0092070393211002


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