Marketing Papers

Document Type

Journal Article

Date of this Version

October 1975


One hundred and fifty-one subjects were randomly divided into two groups of roughly equal size. One group was asked to respond to a decomposed version of a problem and the other group was presented with the direct form of the problem. The results provided support for the hypotheses that people can make better judgments when they use the principle of decomposition; and that decomposition is especially valuable for those problems where the subject knows little. The results suggest that accuracy may be improved if the subject provides the data and the computer analyzes it, than if both steps were done implicitly by the subjects.


Postprint version. Published in Organizational Behavior and Human Performance, Volume 14, Issue 2, October 1975, pages 257-263.
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Date Posted: 15 June 2007

This document has been peer reviewed.