We propose that ambiguity aversion, as introduced in the literature on decision making under uncertainty, drives a preference for established brands in multiattribute choices among branded alternatives. Established brands are those for which belief in quality is held with greater confidence,...

The designers of decision support systems lack theoretically based principles for designing graphical interfaces. The purpose of the reported research is to take a step toward developing such principles for graphical information presentation formats. Specifically, this paper presents an...