Information types (hard versus soft) and information use has received attention (Gray1995: Gordon and Gordon 1999; Perkins and Rao 1990; Todd and Benbasat 1992;Watson and O'Hara 1996). However, there has been little systematic research about the relationship amongst decision-making, problem structuredness and information use (but see Spence and Brucks 1997). This paper aims to fill the gap by explaining the relationship amongst these currently disparate topics. Propositions are advanced and an experiment proposed to determine how the perceived value of hard relative to soft information changes with the extent to which a problem is ill-structured, but structurable. Insights gleaned have clear practical import to those designing marketing decision support systems.
|Number of pages||5|
|Publication status||Published - 2003|
|Event||Australian and New Zealand Marketing Academy Conference 2003: A Celebration of Ehrenberg and Bass: Marketing Knowledge, Discoveries and Contribution - Adelaide, Australia|
Duration: 1 Dec 2003 → 3 Dec 2003
|Conference||Australian and New Zealand Marketing Academy Conference 2003|
|Period||1/12/03 → 3/12/03|
Spence, M. T. (2003). Propositions addressing perceived differences in the value of hard and soft information in marketing decisions support systems. 2402-2406. Paper presented at Australian and New Zealand Marketing Academy Conference 2003, Adelaide, Australia.