How Product Decision Characteristics Interact to Influence Cognitive Load: An Exploratory Study

Sylvain Sénécal (), Pierre-Majorique Léger (), René Riedl () and Fred D. Davis ()
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Sylvain Sénécal: HEC Montréal
Pierre-Majorique Léger: HEC Montréal
René Riedl: University of Applied Sciences Upper Austria
Fred D. Davis: Texas Tech University

A chapter in Information Systems and Neuroscience, 2018, pp 55-63 from Springer

Abstract: Abstract The objective of this laboratory experiment was to explore how product decision characteristics interact to influence the decision-maker’s cognitive load. A between-subject experiment with 23 participants was performed to test how four decision characteristics (Decision set size, Attribute value format, Display format, and Information sorting) interact to influence participants’ cognitive load. Eye-tracking was used to assess cognitive load. Results indicate that the four product decision characteristics interact to influence cognitive load. We found, for example, that as the decision set size increased, the influence of attribute value format, display format, and information sorting on cognitive load varied. Theoretical contributions and managerial implications are discussed.

Keywords: Decision characteristics; Decision-making; Eye-tracking; Cognitive load; Information display (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:spr:lnichp:978-3-319-67431-5_7

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DOI: 10.1007/978-3-319-67431-5_7

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