Multimedia and Its Effect in Persuading

essential of decision-making to the of the organization incentive and justification for determining whether multimedia presentations affect the decision outcome by influencing the decision maker (Huber during the processing that occurs in forming attitudes or This issue will be addressed in this proposed study by investigating both multimedia's affect on decision makers having different characteristics and its ability to advance a poorer decision alternative over a better quality alternative based upon the presentation format. The proposed study examines the persuasive effect that a multimedia presentation format may have in influencing a decision maker in his/her selection between two possible solutions to a decision problem. It also investigates whether such a persuasive effect is more likely to in individuals who are considered as less likely to use cognitive abilities in discerning the best solution. The specific research questions that as: