Skip to main content
SpringerLink
Log in
Book cover

Quantitative Marketing and Marketing Management pp 191–207Cite as

Visual Decision Making Styles and Geographical Information Systems

  • Chapter
  • First Online:

  • 6795 Accesses

Abstract

Data visualization aids have become popular tools to assist managerial decision making in marketing. For example, Geographical Information Systems (GIS) are often used to identify suitable retail locations, regional distributions for advertising campaigns, or targeting of direct marketing activities. GIS-based visualizations facilitate the assessment of store locations and help planners to select the most promising options. The selection of the best alternative requires a “visual optimization” which is typically supported by GIS–thematic maps. In an online experiment, we investigate the way how different GIS-based data representations influence marketing analysts’ decision making styles. Our results show that GIS-maps are a relevant part of the task environment and that the type of map visualization influences the activated decision processes. The invoked decision process is also shown to depend on the way symbol overload is handled by GIS-maps. We further find that analysts’ decision processes vary under time pressure and also relate to personal characteristics.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literature

  1. Benbasat, I./Dexter, A. S. (1985): An Experimental Evaluation of Graphical and Color-Enhanced Information Presentation. Management Science, Vol. 31, 11, pp. 1348–1364.

    Article  Google Scholar 

  2. Bertin, J. (1983): Semiology of Graphics: Diagrams, Networks, Maps. Madison: University of Wisconsin Press.

    Google Scholar 

  3. Bettman J. R./Kakkar, P. (1977): Effects of Information Presentation Format on Consumer Information Acquisition Strategies. Journal of Consumer Research, Vol. 3, 3, pp. 233–240.

    Article  Google Scholar 

  4. Bettman J. R./Zins, M. A. (1979): Information Format and Choice Task Effects in Decision Making. Journal of Consumer Research, Vol. 6, 9, pp. 141–153.

    Article  Google Scholar 

  5. Biehal, B./Chakravarti, D. (1982): Information-Presentation Format and Learning Goals as Determinants of Consumers’ Memory Retrieval and Choice Processes. Journal Consumer Research, Vol. 8, 3, pp. 431–441.

    Article  Google Scholar 

  6. Cleveland, W. S./McGill, R. (1984): Graphical Perception: Theory, Experimentation, and Application to the Development of Graphical Methods. Journal of the American Statistical Association, Vol. 79, 387, pp. 531–554.

    Article  Google Scholar 

  7. Cornelius, B./Wagner, U./Natter, M. (2010): Managerial Applicability of Graphical Formats to Support Positioning Decisions. Journal für Betriebswirtschaft, Vol. 60, 3, pp. 167–201.

    Article  Google Scholar 

  8. Czerlinski,J./Gigerenzer, G./Goldstein,D. G. (1999): How good are simple heuristics? In G. Gigerenzer, P. M. Todd, & The ABC Research Group (Eds.), Simple heuristics that make us smart (pp. 97–118). New York: Oxford University Press.

    Google Scholar 

  9. DeSanctis, G. (1984): Computer Graphics as Decision Aids: Direction for Research. Decision Science, Vol. 5, 4, pp. 463–487.

    Article  Google Scholar 

  10. Dickson, G. W./DeSanctics, G./McBride D. J. (1986): Understanding the Effectiveness ofcomputer Graphics for Decision Support: A Cumulative Experimental Approach. Cornm. ACM, Vol. 29, 1, pp. 40–47.

    Google Scholar 

  11. Einstein, G. O./Hunt, R. R. 1980: Levels of Processing and Organization: Additive Effects of Individual- Item and Relational Processing. Journal of Experimental Psychology: Human Learning and Memory, Vol. 6, pp. 588–598.

    Article  Google Scholar 

  12. Ekstrom, R. B./French, J.W./Harmann, H. H. (1976): Manual for kit of factor-referenced cognitive tests. Princeton, N.J: Educational Testing Service.

    Google Scholar 

  13. Etizioni, A. (1989): Humble Decision Making. Harvard Business Review, Vol. 67, pp. 122–125.

    Google Scholar 

  14. Gigerenzer, G./Hoffrage, U./Kleinbolting, H. (1991): Probabilistic mental models: A Brunswikian theory of confidence. Psychological Review, Vol. 98, pp. 506–528.

    Article  Google Scholar 

  15. Gigerenzer, G./Goldstein,D. G. (1996): Reasoning the fast and frugal way: Models of bounded rationality. Psychological Review, Vol. 103, pp. 650–669.

    Article  Google Scholar 

  16. Gigerenzer, G./Selten, R. (2001): Rethinking rationality. In G. Gigerenzer & R. Selten (Eds.), Bounded rationality: The adaptive toolbox (pp. 1–13). Cambridge, MA: MIT Press.

    Google Scholar 

  17. Goldstein, D. A./Gigerenzer,G./Hogarth, R. M./Kacelnik,A./Kareev,Y./Klein, G./Martignon, L./Payne,J. W./Schlag,K. H. (2001): Group report: Why and when do simple heuristics work?. In G. Gigerenzer & R. Selten (Eds.), Bounded rationality: The adaptive toolbox (pp. 173–190). Cambridge, MA: MIT Press.

    Google Scholar 

  18. Goldstein, D. G./Gigerenzer,G. (2002): Models of ecological rationality: The recognition heuristic. Psychological Review, Vol. 109, pp. 75–90.

    Article  Google Scholar 

  19. Golledge, R. G./Stimson, R. J. (1997): Spatial Behavior: A Geographical Perspective. NY: The Guilford Press.

    Google Scholar 

  20. Hayes, J. R./Simon, H. A. (1977): Psychological Differences Among Problem Isomorphs. In D. B. Pisoni & G. R. Potts (Ed), Cognitive theory. Hillsdale, NJ:Lawrence Erlbaum Associates.

    Google Scholar 

  21. Hoch, S. J./Schkade D.A. (1996): A Psychological Approach to Decision Support Systems. Management Science, Vol. 42, 1, pp. 51–64.

    Article  Google Scholar 

  22. Hutchinson, J. W./Alba, J.W./Eisenstein, E.M. (2010): Heuristics and Biases in Data-Based Decision Making: Effects of Experience, Training, and Graphical Data Displays. Journal of Marketing Research, Vol. 47, 4, pp. 627–642.

    Article  Google Scholar 

  23. Jarvenpaa, S. (1989): The Effect of Task Demands and Graphical Format on Information Processing Strategies. Management Science, 35(3), pp. 285–303.

    Article  Google Scholar 

  24. Jank, W./Kannan, P. K. (2005): Understanding Geographical Markets of Online Firms Using Spatial Models of Customer Choice. Marketing Science, Vol. 24, 4, pp. 623–634.

    Article  Google Scholar 

  25. Leeflang, P.S.H./Wittink, D. R. (2000): Building models for marketing decisions: Past, present and future. International Journal of Research in Marketing, Vol. 17, 2-3, pp. 105–126.

    Article  Google Scholar 

  26. Lucas, H. C./Nielsen, N. R. (1980): The Impact of the Mode of Information Presentation on Learning and Performance. Management Science, Vol. 26, 10, pp. 982–993.

    Article  Google Scholar 

  27. Meyers-Levy, J. (1988): Influence of Sex Roles on Judgment. Journal of Consumer Research, Vol. 14, pp. 522–530.

    Article  Google Scholar 

  28. Natter, M./Mild, A./Wagner, U./Taudes, A. (2008): Planning new tariffs at tele.ring – the application and impact of an integrated segmentation, targeting and positioning tool. Marketing Science, Vol. 27, July-August, pp. 600–609.

    Article  Google Scholar 

  29. Newell, B. R./Shanks D. R. (2003): Take the Best or Look at the Rest? Factors Influencing ‘One- Reason’ Decision Making,” Journal of Experimental Psychology: Learning, Memory, & Cognition, Vol. 29, 1, pp. 53–65.

    Article  Google Scholar 

  30. Newell, B. R./Weston, N. J./Shanks, D. R. (2003): Empirical Tests of a Fast-and-Frugal Heuristic: Not Everyone ‘Takes-the-Best. Organizational Behavior & Human Decision Processes, Vol. 91, 1, pp. 82–96.

    Article  Google Scholar 

  31. Ozimec, A.-M./Natter, M./Reutterer, T. (2010): GIS-Based Marketing Decisions: Effects of Alternative Visualizations on Decision Quality. Journal of Marketing, Vol. 74, 6, pp. 94–110.

    Article  Google Scholar 

  32. Painton, S./Gentry, J. W. (1985): Another Look at the Impact of Information Presentation. Journal of Consumer Research, Vol. 12, 9, pp. 240–244.

    Article  Google Scholar 

  33. Parker, P. (2004): Google Focuses Local Ad Targeting. ClickZ, April 15. Available as http://www.clickz.com.

  34. Payne, J. W./Bettman, J. R./Johnson E. J. (1993): The Adaptive Decision Maker. Cambridge, UK: Cambridge University Press.

    Book  Google Scholar 

  35. Rieskamp, J./Hoffrage, U. (1999): When Do People Use Simple Heuristics and How Can We Tell? In Simple Heuristics That Make Us Smart, Gerd Gigerenzer, Peter M. Todd, and The ABC Research Group, eds. New York: Oxford University Press, pp. 141–68.

    Google Scholar 

  36. Simon, H. A. (1956): Rational choice and the structure of environments. Psychological Review, Vol. 63, pp. 129–138.

    Article  Google Scholar 

  37. Steenburgh, T. J./Ainslie, A./Engebretson, P. H. (2003): Massively Categorical Variables: Revealing the Information in ZIP Codes. Marketing Science, Vol. 22, 1, pp. 40–57.

    Article  Google Scholar 

  38. Ter Hofstede, F./Wedel, M./Steenkamp, J. E. M. (2002): Indentifying Spatial Segments in International Markets. Marketing Science, Vol. 21, 2, pp. 160–177.

    Article  Google Scholar 

  39. Tversky, A. (1969): Elimination by Aspect: A Theory of Choice. Psychological Review, Vol. 79, pp. 281–299.

    Article  Google Scholar 

  40. Tyner, J. (1992): Introduction to Thematic Cartography. New Jersey: Prentice Hall.

    Google Scholar 

  41. Vessey, I. (1991): Cognitive Fit: A Theory-Based Analysis of the Graphs Versus Tables Literature. Decision Sciences, Vol. 22, 2, pp. 219–240.

    Article  Google Scholar 

  42. Van Bruggen, G. H./Smidts, A./Wierenga, B. (1998): Improving Decision Making by Means of a Marketing Decision Support System. Management Science, Vol. 44, 5, pp. 645–658.

    Article  Google Scholar 

  43. Wertheimer, M. (1923): Untersuchungen zur Lehre von der Gestalt II. Ín Psychologische Forschung, 4, 301–350. Translation published in Ellis, Willis, D. (1938). A source book of Gestalt psychology (pp. 71–88). London: Routledge & Kegan Paul. [available at http://psy.ed.asu.edu/~classics/Wertheimer/Forms/forms.htm]

  44. Wierenga, B./Van Bruggen, G. H. (2000): Marketing Management Support Systems. Principles, Tools and Implementation. Boston, MA: Kluwer Academic Publishers.

    Book  Google Scholar 

  45. Wierenga, B. (2011): Mangerial decision making in marketing: The next research frontier. International Journal of Research in Marketing, Vol. 28, 2, pp. 89–101.

    Article  Google Scholar 

  46. Wolfe, J. M. (1994): Visual search in continuous, naturalistic stimuli. Vision Research, Vol. 34, pp. 1187–1195.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Goethe University Frankfurt, Frankfurt, Germany

    Ana-Marija Ozimec PhD & Martin Natter PhD

  2. Vienna University of Economics and Business, Vienna, Austria

    Thomas Reutterer PhD

Authors
  1. Ana-Marija Ozimec PhD
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Martin Natter PhD
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Thomas Reutterer PhD
    View author publications

    You can also search for this author in PubMed Google Scholar

Editor information

Editors and Affiliations

  1. Chair of International Marketing, University of Vienna, Vienna, Austria

    Adamantios Diamantopoulos

  2. Braunschweig, Germany

    Wolfgang Fritz

  3. Berlin, Germany

    Lutz Hildebrandt

Rights and permissions

Reprints and permissions

Copyright information

© 2012 Gabler Verlag | Springer Fachmedien Wiesbaden

About this chapter

Cite this chapter

Ozimec, AM., Natter, M., Reutterer, T. (2012). Visual Decision Making Styles and Geographical Information Systems. In: Diamantopoulos, A., Fritz, W., Hildebrandt, L. (eds) Quantitative Marketing and Marketing Management. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-8349-3722-3_9

Download citation

Publish with us

Policies and ethics

Search

Navigation