The effect of animated pictures on managerial information processing and decision making

This article provides a survey on previous research on the influence of visual information displays on managerial information processing and decision making. This article describes a recent experiment, in which a marketing decision making process is simulated, and the influence of animated visual displays (computer animation) is investigated. The results: animated visual displays are not generally superior to tables or static visual displays, and in most cases, they are even inferior.