Electronic Information Systems for Consumers: An Evaluation of Computer-Assisted Formats in Multiple Decision Environments

The performance of three formats in three choice sets was studied. In choice sets with negatively correlated attributes, the computer-assisted LINEAR format led to superior decisions in comparison with a computer-assisted CUTOFF format and a simple RANDOM-order format. Decision quality, however, was...

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Bibliographic Details
Published inJournal of marketing research Vol. 30; no. 2; pp. 125 - 141
Main Authors Widing, Robert E., Talarzyk, W. Wayne
Format Journal Article
LanguageEnglish
Published Chicago American Marketing Association 01.05.1993
Subjects
Brands
Consumer information
Consumer research
Decision support systems
Information storage and retrieval systems
Linear models
Marketing
Modeling
Sumer
Weighted averages
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Summary:The performance of three formats in three choice sets was studied. In choice sets with negatively correlated attributes, the computer-assisted LINEAR format led to superior decisions in comparison with a computer-assisted CUTOFF format and a simple RANDOM-order format. Decision quality, however, was high and the same across the formats in a choice set with non-negatively correlated attributes. The LINEAR format was highly regarded by subjects, resulted in timely decisions, and is recommended on the basis of its performance in the study.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:0022-2437
1547-7193
DOI:10.1177/002224379303000201