Marketing decision support system openness: A means of improving managers' understanding of marketing phenomena

Authors:
Nathalie T. M. Demoulin
Affiliations:
IESEG-School of Management, Catholic University of Lille, 3, rue de la Digue, 59800 Lille, France
Venue:
Decision Support Systems
Year:
2007

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Abstract

Previous research has shown that managers offered the opportunity to use MDSS perform better but are not more confident about their decision. The performance increase seems to result from a reliance effect rather than from a better understanding of the decision problem. By conducting a laboratory experiment in a marketing environment with experienced and inexperienced subjects, we find that enhancing the MDSS openness decreases the reliance effect but does not have an impact on the decision-makers' evaluation of their decisions.