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An Experimental Evaluation of Graphical and Color-Enhanced Information Presentation

Author

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  • Izak Benbasat

    (Faculty of Commerce and Business Administration, University of British Columbia, Vancouver, British Columbia, Canada V6T 1Y8)

  • Albert S. Dexter

    (Faculty of Commerce and Business Administration, University of British Columbia, Vancouver, British Columbia, Canada V6T 1Y8)

Abstract

A laboratory experiment was conducted to assess the influence of graphical and color-enhanced information presentation on decision quality, decision-making time and user perceptions of information systems attributes. The experimental design examined the main and interaction effects of report format, color, and individual differences (field dependence/independence) among the subjects. The findings indicate that the claims made about the benefits of color-enhanced reports are subject to qualification. Even though color influenced decision-making quality in general, and to some extent color was more beneficial for graphical than tabular reports, its most significant impact was on the performance of field-dependents. The decision-making quality of field-dependents with color-enhanced reports was 73% better than field-dependents who did not have such reports. There were no performance differences between subjects who used tabular and graphical reports. This outcome is explained by taking into consideration the underlying nature of the task given to the subjects and how the reports were organized to support this task. This finding suggests that proponents of graphical presentation must qualify their claims to environments where there is a clearly defined rationale for the potential benefits of graphical report usage.

Suggested Citation

  • Izak Benbasat & Albert S. Dexter, 1985. "An Experimental Evaluation of Graphical and Color-Enhanced Information Presentation," Management Science, INFORMS, vol. 31(11), pages 1348-1364, November.
    • Handle: RePEc:inm:ormnsc:v:31:y:1985:i:11:p:1348-1364
    DOI: 10.1287/mnsc.31.11.1348
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    Cited by:

    1. Johannes Gettinger & Sabine T. Koeszegi, 2014. "Far from Eye, Far from Heart: Analysis of Graphical Decision Aids in Electronic Negotiation Support," Group Decision and Negotiation, Springer, vol. 23(4), pages 787-817, July.
    2. L. Melissa Walters-York, 1999. "Individual differences in assessing problem similarity," Accounting Education, Taylor & Francis Journals, vol. 8(2), pages 77-98.
    3. Carrizosa, Emilio & Guerrero, Vanesa & Romero Morales, Dolores, 2019. "Visualization of complex dynamic datasets by means of mathematical optimization," Omega, Elsevier, vol. 86(C), pages 125-136.
    4. Tim Schröder & Lars-Peter Lauven & Beatriz Beyer & Nils Lerche & Jutta Geldermann, 2019. "Using PROMETHEE to assess bioenergy pathways," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 27(2), pages 287-309, June.
    5. Gerrit H. van Bruggen & Ale Smidts & Berend Wierenga, 1998. "Improving Decision Making by Means of a Marketing Decision Support System," Management Science, INFORMS, vol. 44(5), pages 645-658, May.
    6. Weiyin Hong & James Y. L. Thong & Kar Yan Tam, 2004. "Does Animation Attract Online Users’ Attention? The Effects of Flash on Information Search Performance and Perceptions," Information Systems Research, INFORMS, vol. 15(1), pages 60-86, March.
    7. Althuizen, N.A.P. & Wierenga, B., 2003. "The Effectiveness of Case-Based Reasoning: An Application in Sales Promotions," ERIM Report Series Research in Management ERS-2003-053-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    8. Hurwitz, Abigail & Lahav, Eyal & Mugerman, Yevgeny, 2021. "“Financial less is more”: An experimental study of financial communication," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 94(C).
    9. Perera, H. Niles & Hurley, Jason & Fahimnia, Behnam & Reisi, Mohsen, 2019. "The human factor in supply chain forecasting: A systematic review," European Journal of Operational Research, Elsevier, vol. 274(2), pages 574-600.
    10. Kai H. Lim & Izak Benbasat & Lawrence M. Ward, 2000. "The Role of Multimedia in Changing First Impression Bias," Information Systems Research, INFORMS, vol. 11(2), pages 115-136, June.
    11. Nathalie Dagorn & Guillaume Biot- Paquerot & Andréa Zanusso, 2013. "Le reporting traduit-il toujours la réalité des faits ? Le cas du reporting sociétal," Post-Print hal-01002929, HAL.
    12. Renaud, Alexandre, 2012. "Traduire pour aligner : une analyse par les pratiques de la conduite de projets de reconfigurations de systemes d’information," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/12847 edited by Kalika, Michel.
    13. Pekka Korhonen & Jyrki Wallenius, 1988. "A pareto race," Naval Research Logistics (NRL), John Wiley & Sons, vol. 35(6), pages 615-623, December.
    14. Alex Richardson & Shirley Gregor & Richard Heaney, 2012. "Using decision support to manage the influence of cognitive abilities on share trading performance," Australian Journal of Management, Australian School of Business, vol. 37(3), pages 523-541, December.
    15. Chih-Hung Peng & Nicholas H. Lurie & Sandra A. Slaughter, 2019. "Using Technology to Persuade: Visual Representation Technologies and Consensus Seeking in Virtual Teams," Information Systems Research, INFORMS, vol. 30(3), pages 948-962, September.
    16. Cardinaels, Eddy & Maas, Victor & Kramer, Stephan, 2024. "Navigating through the noise: The effect of color-coded performance feedback on decision making," Other publications TiSEM a7dcee4e-fb2d-4b62-bf44-c, Tilburg University, School of Economics and Management.
    17. Jaeki Song & Fatemeh Mariam Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
    18. Rim Lassoued & Hayley Hesseln & Peter W. B. Phillips & Stuart J. Smyth, 2020. "Effects of information presentation on regulatory decisions for products of biotechnology," EURO Journal on Decision Processes, Springer;EURO - The Association of European Operational Research Societies, vol. 8(3), pages 151-175, November.
    19. Marimo, Pricilla & Kaplan, Todd R & Mylne, Ken & Sharpe, Martin, 2012. "Communication of uncertainty in weather forecasts," MPRA Paper 38287, University Library of Munich, Germany.
    20. Chan, C.S. Richard & Park, Haemin Dennis, 2015. "How images and color in business plans influence venture investment screening decisions," Journal of Business Venturing, Elsevier, vol. 30(5), pages 732-748.
    21. Berend Wierenga & Gerrit H. Van Bruggen & Richard Staelin, 1999. "The Success of Marketing Management Support Systems," Marketing Science, INFORMS, vol. 18(3), pages 196-207.

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