How semantics and pragmatics interact in understanding conceptual models

Underlying the design of any information system is an explicit or implicit conceptual model of the domain that the system supports. Because of the importance of such models, researchers and practitioners have long focused on how best to construct them. Past research on constructing conceptual models has generally focused on their semantics (their meaning), to discover how to convey meaning more clearly and completely, or their pragmatics (the importance of context in model creation and use), to discover how best to create or use a model in a given situation. We join these literatures by showing how semantics and pragmatics interact. Specifically, we carried out an experiment to examine how the importance of clear semantics in conceptual models-operationalized in terms of ontological clarity-varies depending on the pragmatics of readers' knowledge of the domain shown in the model. Our results show that the benefit of ontological clarity on understanding is concave downward (follows an inverted-U) as a function of readers' prior domain knowledge. The benefit is greatest when readers have moderate knowledge of the domain shown in the model. When readers have high or low domain knowledge, ontological clarity has no apparent benefit. Our study extends the theory of ontological clarity and emphasizes the need to construct conceptual models with readers' knowledge in mind