Image Compatibility and the Use of Problem Space Information in Resource Allocation Decisions: Testing a Moderating Effects Model

Abstract

A model introducing image compatibility as a moderator of information use is proposed and tested with data from a laboratory study involving 96 masters-level business students. Findings indicate that the use of problem space information to guide resource allocation decisions varies with perceptions of image compatibility. When image compatibility is high, information use declines; when compatibility is low, information use increases. These results suggest that Image Theory (Beach, 1990; Beach & Mitchell, 1990), and image compatibility in particular, may be useful as a means for understanding and predicting variation in the use of information in decision-making episodes.