Kayande, U.; Bruyn, A. de; Lilien, G.L.; Rangaswamy, A.; … - Erasmus Research Institute of Management (ERIM), ERIM … - 2006
Marketing managers often provide much poorer evaluations of model-based marketing decision support systems (MDSSs) than …'s mental model with the MDSS. We hypothesize that, in tandem, these two types of MDSS feedback induce marketing managers to … of a direct marketing decision problem. We then discuss how our findings can lead to design improvements and better …