Persuasive Decision Support: Improving Reliance on Decision Aids

Alison Parkes

Abstract


The primary role of a decision aid is to guide and support a decision maker. As reliance on adecision aid is largely discretionary the persuasiveness of the system becomes critically important.In this paper characteristics thought to affect systems persuasiveness are examined.This paper asserts that the target and source of a decision support message, along with the designof the message itself, act to influence the persuasiveness of the decision support provided.Using a purpose built experimental platform with seventy subjects the research finds that thepersuasiveness of a decision support message is varied by the perceived difficulty of the taskbeing undertaken, and the perceived usefulness of the decision support provided. The type ofdecisional guidance provided also affects persuasiveness of the system; in particular, providingsuggestive decisional guidance is shown to significantly improve system persuasiveness. Theimplications of these findings relate to the appropriate design of decision aids, and the contextswithin which a decision aid can be expected to persuade decision makers to reply on the supportprovided.

Keywords


Decision support, persuasiveness, decisional guidance, task difficulty, perceived usefulness

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Parkes, A. (2012). " Persuasive Decision Support: Improving Reliance on Decision Aids "Pacific Asia Journal of the Association for Information Systems, 4(3), pp.1-13.