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An Effort Feedback Perspective on Persuasive Decision Aids for Multi-Attribute Decision-Making

Author

Listed:
  • Josef Frysak

    (Institute for Information Management and Control, Vienna University of Economics and Business, Welthandelsplatz 1, Building D2, Entrance C, Vienna 1020, Vienna, Austria)

  • Edward W. N. Bernroider

    (Institute for Information Management and Control, Vienna University of Economics and Business, Welthandelsplatz 1, Building D2, Entrance C, Vienna 1020, Vienna, Austria)

  • Konradin Maier

Abstract

Decision strategies and the level of cognitive effort humans devote to decision-making are highly sensitive. This study investigates the role of feedback interventions in decision aids (DAs) to direct the user’s attention and consequently increase the level of effort spent on the thinking in multi-attribute selection problems. Guided by four research hypotheses, we conducted an experiment with two groups, one with feedback enabled, the other one with it disabled, and provide post hoc click data analysis. The self-developed persuasive DA used in the experiment featured a continuous feedback mechanism based on the users investment of time. This DA led the users through a smartphone decision scenario with altering levels of complexity. Results show that normative effort feedback increases the decision maker’s willingness to spend more effort. We provide new evidence supporting the view that DAs should pay more attention to soft persuasion by guiding the decision maker towards working harder rather than only confronting the user with final recommendations.

Suggested Citation

  • Josef Frysak & Edward W. N. Bernroider & Konradin Maier, 2017. "An Effort Feedback Perspective on Persuasive Decision Aids for Multi-Attribute Decision-Making," International Journal of Information Technology & Decision Making (IJITDM), World Scientific Publishing Co. Pte. Ltd., vol. 16(01), pages 161-181, January.
    • Handle: RePEc:wsi:ijitdm:v:16:y:2017:i:01:n:s0219622016500486
    DOI: 10.1142/S0219622016500486
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