THE MODERATING EFFECTS OF PROBLEM CHARACTERISTICS ON EXPERTS AND NOVICES JUDGMENTS

Citation
Mt. Spence et M. Brucks, THE MODERATING EFFECTS OF PROBLEM CHARACTERISTICS ON EXPERTS AND NOVICES JUDGMENTS, Journal of marketing research, 34(2), 1997, pp. 233-247
Citations number
54
Categorie Soggetti
Business
ISSN journal
00222437
Volume
34
Issue
2
Year of publication
1997
Pages
233 - 247
Database
ISI
SICI code
0022-2437(1997)34:2<233:TMEOPC>2.0.ZU;2-Z
Abstract
A growing body of literature suggests that experts are little if at al l better than novices in terms of the quality of decision outputs, To explain this counter-intuitive finding, the authors propose a conceptu al framework that focuses on initial problem structure as a key modera tor of the effect of expertise on performance, Specifically, they argu e that the expert-novice performance differential should be greatest a t moderate levels of problem structure and weakest at both extremes. T o examine this central hypothesis, the authors conduct a controlled ex periment that compares experts with novices when solving a complex pro blem that had characteristics of a moderately ill-structured problem, Relative to novices, the authors find that experts select fewer, but m ore diagnostic, information inputs and are more consistent when evalua ting nonquantified inputs, As a result, they make more accurate and ti ghtly clustered judgments than do novices, and. also are more confiden t in their decisions. To examine the moderating influence of problem c haracteristics, certain task variables are manipulated to increase or decrease initial problem structure. As hypothesized, the benefits of e xpertise are less pronounced when solving a problem with increased ini tial structure.