Assessing How Information Affects Cognitive Maps of Strategic Issues
Fisher, Donna K.
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https://hdl.handle.net/2142/83054
Description
Title
Assessing How Information Affects Cognitive Maps of Strategic Issues
Author(s)
Fisher, Donna K.
Issue Date
2000
Doctoral Committee Chair(s)
Westgren, Randall E.
Department of Study
Agricultural and Consumer Economics
Discipline
Agricultural and Consumer Economics
Degree Granting Institution
University of Illinois at Urbana-Champaign
Degree Name
Ph.D.
Degree Level
Dissertation
Keyword(s)
Psychology, Cognitive
Language
eng
Abstract
Through formal experiments with decision makers in the soybean sector, the effects of the PCD system are formally evaluated. The evaluation uses pre- and post-treatment questionnaires to assess how cognitive maps change as a result of exposure to the PCD model. Content analysis is used to describe and analyze the cognitive maps of the participants. Statistical measures of association show that the visualized presentation of information shifts decision makers' cognitive maps of strategic issues facing the industry. Results indicate that the visualization of complex data is effective in shifting decision makers' perspectives to a more global marketing focus, thus influencing their budget allocation decisions. This suggests that exposure to the simulation model results and the visualization of complex information successfully raises the participants' awareness and sensitivity to demand enhancing strategic issues.
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