Interactions of Presentation Formats and Decision-Maker Characteristics upon Multiple Decision-Making Tasks: an Experiment Using Multiple Cognitive Assessments

Information systems research tends to ignore individual differences in users. This laboratory experiment sought to illuminate contributions of decision-makers' cognitive processes to decision outcome as reflected in four hypothesis sets: the impact of imagery preference and presentation format upon (HI) recall accuracy and upon hemispheric activation during (H2) encoding and (H3) recall, and (H4) to examine the relationship between hemispheric activation differences and accuracy differences. Point-value (specific values) and intraset-pattern (relationships between values) recall were considered. Thirty MBA students, grouped by imagery preference (cognitive style) as favoring verbal (textual) or visual (graphical) information presentation, performed computer-based recall tasks using tabular and graphical formats in a repeated measures design. Hemispheric activation (cognitive process) was assessed using ratios of EEG activity in six frequency bands captured from six pairs of homologous electrode sites during encoding and recall