# Enhancing decision quality through computer-based decision aids: how promotional interventions and Need for Cognition shape effectiveness in online consumer choices

## TL;DR

This study explores how computer-based decision aids improve online consumer choices, especially for those who avoid deep thinking.

## Contribution

The study reveals that promoting decision aids benefits consumers with low Need for Cognition the most.

## Key findings

- Promotional nudges increase adoption of computer-based decision aids.
- Decision quality improves among users with low Need for Cognition.
- Digital decision support systems can be personalized based on cognitive traits.

## Abstract

Consumers increasingly face overwhelming amounts of information when making online contractual decisions, particularly as e-commerce continues to expand the scope and complexity of available information. While this digital transformation promises greater transparency, many consumers struggle to process complex information effectively, leading to suboptimal decision making.

In a simulated online contracting scenario (N = 206), we investigated whether providing and promoting computer-based decision aids (CDA) could enhance decision quality. Additionally, we examined how individual differences in Need for Cognition (NFC), a trait characterizing one's tendency to engage in and enjoy effortful cognitive activities, moderates CDA effectiveness.

We find that promotional nudges increase the adoption of CDA and that they subsequently improve decision quality. These benefits are primarily seen among participants with low NFC, suggesting that decision aids are most valuable for individuals less inclined toward systematic information processing.

These findings have significant implications for personalizing digital decision support systems and advancing consumer protection in increasingly complex online marketplaces.