Join Now!

Join our welcoming International Design Community.

Read about the many benefits of becoming and remaining a member.

Full, Associate, Departmental and Institutional Membership available.

Complete this application form to join now.

Banner
Papers

CHOOSING INNOVATION: HOW REASONING AFFECTS DECISION ERRORS

CHOOSING INNOVATION: HOW REASONING AFFECTS DECISION ERRORS

Year: 2011

Section: Human Behaviour in Design

Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.

Author: Mounarath, Ronny; Lovallo, Dan; Dong, Andy

Section: Human Behaviour in Design

Pages: 54-63

Abstract

Human beings are inherently fallible in their decision-making due to the constraints of bounded rationality. To make up for this inadequacy, we make judgments using a combination of deductive and inductive reasoning, which allows us to justify our decisions because we have implemented a process of proof. In this study, we conduct an experiment that simulates an uncertain environment characterized by incomplete information with members of a committee deciding whether or not to invest in innovation-oriented new product projects. We examine a third form of logic, abductive reasoning, and investigate the direction of its effect on the probability of project acceptance. We find that under abductive reasoning, individuals are more likely to accept projects. Our aim is not to show how to decide what is and what is not innovative, but rather to show that this decision is subject to the framing effects of logical forms of reasoning. The findings provide new psychological evidence on decision-making when choosing innovation, and raises questions on how juries choose innovative projects.

Keywords: TECHNOLOGICAL INNOVATION; DESIGN THINKING; DECISION MAKING; BEHAVIOURAL PSYCHOLOGY

Download
ds conferenceICED11: 18th International Conference on Engineering Design

ICED11: 18th International Conference on Engineering DesignThe Design Society and The Technical University of Denmark (DTU) cordially invite you to participate in the International Conference on Engineering Design, ICED11! The conference will be held in the beautiful city of Copenhagen, where we are preparing an exciting programme, cultural experience and fun social backdrop for the conference and connected workshops. The conference headline is: Impacting Society Through Engineering Design Design has a central role in bringing engineering and technology...

Read More

Join Now!

Join our welcoming International Design Community.

Read about the many benefits of becoming and remaining a member.

Full, Associate, Departmental and Institutional Membership available.

Complete this application form to join now.

Download
Keywords
Design 2010