Peer-reviewed
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 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
Article, 1993
Journal of Marketing Research, 30, 19930501, 125
1993