In this article, we explore how people use attributes when making decisions. We learn that the way information is presented can significantly impact how much weight people give to different attributes and ultimately, their decisions.
When decision-making is straightforward, people tend to rely on comprehensive and additive evaluation formats, considering all relevant attributes equally. However, when the task becomes more complex or information search is needed, people resort to simpler heuristics, focusing more on the most easily accessible and evaluable attributes.
We also find that presentation format can affect decision-making by reducing the need for information search. When information is presented in a map-like format, tying each attribute to a particular location, people are less likely to compare options across all attributes, leading to simpler decision-making strategies.
The study demonstrates that people tend to satisfice when the presentation format facilitates comparison of solutions, but might rely on more simplistic heuristics when information search is required. Understanding how people use attributes in decision-making can help create more effective and efficient decision-aiding tools.
Analogy
Imagine you’re shopping for a new car. You want one that’s both stylish and reliable, but the dealership has dozens of options to choose from, each with its own unique features. If you had to consider every attribute equally, it would be overwhelming. Instead, you might rely on heuristics, like looking for a car with a good safety rating or one that’s known for its reliability. This way, you can make a decision quickly without feeling overwhelmed by the sheer number of choices.
In much the same way, people use attributes in decision-making to simplify the process and avoid information overload. The presentation format can either facilitate or hinder this simplification process, depending on how easy it is to find and evaluate relevant information.
