Ackoff Center Weblog

Individual Consumer Differences and Design Implications for Web-Based Decision Support

Barry G. Silverman, Gnana Bharathy, John Pourdehnad, Dave Lowe, Davin Riley, Melanie C. Green (University of North Carolina at Chapel Hill ) and Joyce Ann-Lindbloom Salisbury (General Motors)
Ackoff Center for the Advancement of Systems Approaches (ACASA), University of Pennsylvania,
Towne 251, Towne Bldg, Philadelphia, PA 19104-6315
basil@seas.upenn.edu V:(215) 573-8368 F: (215) 898-5020

Abstract

This paper summarizes a study as to whether individual differences are significant factors that should affect the design of consumer decision support over the web. Our study postulates two orthogonal dimensions – Need for Cognition and Purchase Preference (lifestyle vs. utilitarian). The Need for Cognition is a well-researched dimension with its own instrument for measuring it, while we had to develop and validate an instrument for measuring the Purchase Preference. Applying these instruments to two study groups totaling 175 users forced us to reject the null hypothesis that individual differences are unimportant (90% confidence), and accept that 3 groupings are distinct. The study concludes with design implications that might best support the decision support needs of each of the categories of consumers in terms of features such as linear vs. non-linear processes, more vs. less analytical information, and when to deploy stylized photos, videos, and product placements.

Keywords: consumer websites, decision support, individual differences

To read the rest of this article, please download the the pdf file: Individual Consumer Differences and Design Implications for Web-Based Decision Support

Transforming The Systems Movement

Russell L. Ackoff
Philadelphia, May 19, 2004

In the opening speech at the Third International Conference on Systems Thinking in Management (ICSTM '04), Russell Ackoff declared the state of the world a mess, and went on to describe how the systems community can promote global development by changing the way public policies and
decisions are made.

To read this article, click on the link:Transforming The Systems Movement

Business Model Warfare

If your business model is obsolete, your company may be destined for failure. Such is the premise of this white paper, which examines competitive change in the marketplace, outlines the underlying patterns of success and failure, and offers a framework for strategic reflection and decision making. In a market where only one quarter of today's S&P 500 companies are expected to be part of the index by 2020, trends must be better understood. By examining the broader patterns of change across entire industries and the whole of the economy, the authors demonstrate that Business Model innovation is essential if a company is to survive. To read the white paper by Langdon Morris, click on link Business Model Warfare.

Posted by ACASA on September 17, 2003 at 12:40 PM in White Paper | Permalink | Comments (6)