EFFECTS OF UNCERTAINTY AND IMPORTANCE ON INFORMATION SEARCH IN DECISION MAKING

Examined the joint effects of uncertainty (H) and importance (I) on information search for 3 decision tasks and 2 types of importance (possible gain and loss). Ss were 54 male undergraduates. Results showed that mean search increased with H and was at a consistently higher level for high-importance conditions. There were no observable differences in the effects of gain and loss manipulations of I. The predicted multiplicative relationship between H and I failed to occur, but rather an additive effect was indicated. Post hoc analysis of H in high- and low-importance conditions suggested that this additive effect was a function of increases in H induced by I conditions. It appears that importance effects are in part mediated by uncertainty. (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1968 American Psychological Association.