Abstract
Relatively little is known about how managers interact with marketing decision support systems such as a computer simulation. The authors investigate individual difference variables to determine their role in influencing the utilization of and satisfaction with one component of a marketing decision support system. The research vehicle used is a computer simulation model for assisting decision making in retailing. The findings indicate that risk averseness, involvement, cognitive differentiation, and age are important predictors of utilization and satisfaction. Managerial implications of the findings are discussed.
Keywords
MarketingDecision support systemComponent (thermodynamics)CognitionPsychologyKnowledge managementBusinessComputer scienceArtificial intelligence
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Publication Info
- Year
- 1987
- Type
- article
- Volume
- 24
- Issue
- 2
- Pages
- 208-214
- Citations
- 86
- Access
- Closed
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Cite This
George M. Zinkhan,
Erich A. Joachimsthaler,
Thomas C. Kinnear
(1987).
Individual Differences and Marketing Decision Support System Usage and Satisfaction.
Journal of Marketing Research
, 24
(2)
, 208-214.
https://doi.org/10.1177/002224378702400207
Identifiers
- DOI
- 10.1177/002224378702400207