Integrating communications theory, cognitive style and computer simulation as an aid to research on implementation of operations research

Abstract A continuing problem in implementing OR is a lack of understanding and appreciation of OR by the intended user and a misunderstanding of the individual differences of users by OR researchers and practitioners. This paper heeds a recent call for a “soft” approach to OR. An integrated descriptive model comprised of elements from communication theory and decision-making style combined with computer simulation is used to explore more effective means for communication with OR users. Communication between user and model builder occurs at several levels. The level of interest in the present study is that of the user-computer interface whereby the OR practitioner chooses the appropriate presentation format to communicate results to a user of a certain cognitive type. In the study we find that presentation format choice does indeed influence user performance.