1- Tehran University
2- Tarbiat Modares University
2- Tarbiat Modares University
Abstract: (28 Views)
Background & Objective
Cognitive load, defined as the mental effort required for processing information, is a critical factor influencing the decision-making quality of marketing managers. It can lead to various challenges, such as reduced accuracy, suboptimal decisions, and failures in critical organizational projects when it exceeds manageable levels. Marketing managers constantly face high-pressure environments characterized by competing priorities and a need for rapid decision-making. The importance of addressing cognitive load lies in its pervasive impact on managerial performance and organizational outcomes. Understanding how cognitive load arises and how it can be mitigated is crucial for organizations operating in dynamic and competitive environments. This study aimed to identify the factors contributing to cognitive load among marketing managers and propose actionable strategies to enhance decision-making under conditions of high cognitive load.
Methods
This study employed a qualitative explanatory approach using grounded theory to explore the causes, context, and mitigating strategies related to cognitive load. Semi-structured interviews were conducted with 16 experts in work psychology, marketing, human resources, and cognitive sciences. Participants were selected using theoretical sampling until data saturation was achieved. The interview questions addressed factors that exacerbate cognitive load, its manifestations, and strategies for improving decision-making under its influence. Data were analyzed through a three-phase coding process: open coding for extracting initial codes, axial coding for identifying relationships between codes, and selective coding to develop core categories. Ethical considerations, including informed consent and confidentiality, were strictly observed, and the validity of findings was confirmed through peer debriefing and iterative data reviews.
Results
The analysis revealed several causal factors contributing to cognitive load, including time pressure, excessive or inconsistent information, and competitive marketing environments. Contextual factors, such as complex work environments and unsupportive organizational cultures, were found to exacerbate these challenges. For example, managers often reported struggling to process large amounts of contradictory data within tight deadlines, leading to mental fatigue and impaired decision-making. Intervening factors, including team misalignment and a lack of structural transparency, further intensified these challenges by creating additional barriers to effective communication and collaboration.
The consequences of high cognitive load were significant, ranging from reduced decision-making quality and wasted organizational resources to the failure of critical projects. These negative outcomes underscored the need for effective strategies to manage cognitive load. The study identified three key strategies for mitigating cognitive load: first, adopting advanced analytical tools to streamline data processing and improve decision accuracy; second, implementing training programs to enhance cognitive load management skills, such as time management and critical thinking; and third, fostering innovation in organizational processes, including simplifying workflows and clarifying roles and responsibilities. Together, these strategies were found to significantly improve decision-making and managerial performance under high cognitive load conditions.
Conclusion
This study highlights the importance of addressing cognitive load as a fundamental managerial challenge in the marketing domain. By presenting a conceptual model that integrates causal factors, contextual influences, intervening conditions, and strategies for mitigation, the research provides a comprehensive framework for understanding and managing cognitive load. The findings emphasize that organizations can enhance managerial performance by equipping marketing managers with the tools, skills, and processes needed to navigate complex and high-pressure environments effectively. Practical recommendations include investing in advanced decision-support systems, promoting a culture of collaboration and role clarity, and designing training programs focused on cognitive efficiency. Future research should extend this framework to evaluate the long-term efficacy of these strategies across diverse organizational contexts, industries, and cultural settings, further refining the understanding of cognitive load management and its impact on decision-making.
Keywords: Cognitive load, Decision-making, Marketing managers, Qualitative interviews, Cognitive management
Cognitive load, defined as the mental effort required for processing information, is a critical factor influencing the decision-making quality of marketing managers. It can lead to various challenges, such as reduced accuracy, suboptimal decisions, and failures in critical organizational projects when it exceeds manageable levels. Marketing managers constantly face high-pressure environments characterized by competing priorities and a need for rapid decision-making. The importance of addressing cognitive load lies in its pervasive impact on managerial performance and organizational outcomes. Understanding how cognitive load arises and how it can be mitigated is crucial for organizations operating in dynamic and competitive environments. This study aimed to identify the factors contributing to cognitive load among marketing managers and propose actionable strategies to enhance decision-making under conditions of high cognitive load.
Methods
This study employed a qualitative explanatory approach using grounded theory to explore the causes, context, and mitigating strategies related to cognitive load. Semi-structured interviews were conducted with 16 experts in work psychology, marketing, human resources, and cognitive sciences. Participants were selected using theoretical sampling until data saturation was achieved. The interview questions addressed factors that exacerbate cognitive load, its manifestations, and strategies for improving decision-making under its influence. Data were analyzed through a three-phase coding process: open coding for extracting initial codes, axial coding for identifying relationships between codes, and selective coding to develop core categories. Ethical considerations, including informed consent and confidentiality, were strictly observed, and the validity of findings was confirmed through peer debriefing and iterative data reviews.
Results
The analysis revealed several causal factors contributing to cognitive load, including time pressure, excessive or inconsistent information, and competitive marketing environments. Contextual factors, such as complex work environments and unsupportive organizational cultures, were found to exacerbate these challenges. For example, managers often reported struggling to process large amounts of contradictory data within tight deadlines, leading to mental fatigue and impaired decision-making. Intervening factors, including team misalignment and a lack of structural transparency, further intensified these challenges by creating additional barriers to effective communication and collaboration.
The consequences of high cognitive load were significant, ranging from reduced decision-making quality and wasted organizational resources to the failure of critical projects. These negative outcomes underscored the need for effective strategies to manage cognitive load. The study identified three key strategies for mitigating cognitive load: first, adopting advanced analytical tools to streamline data processing and improve decision accuracy; second, implementing training programs to enhance cognitive load management skills, such as time management and critical thinking; and third, fostering innovation in organizational processes, including simplifying workflows and clarifying roles and responsibilities. Together, these strategies were found to significantly improve decision-making and managerial performance under high cognitive load conditions.
Conclusion
This study highlights the importance of addressing cognitive load as a fundamental managerial challenge in the marketing domain. By presenting a conceptual model that integrates causal factors, contextual influences, intervening conditions, and strategies for mitigation, the research provides a comprehensive framework for understanding and managing cognitive load. The findings emphasize that organizations can enhance managerial performance by equipping marketing managers with the tools, skills, and processes needed to navigate complex and high-pressure environments effectively. Practical recommendations include investing in advanced decision-support systems, promoting a culture of collaboration and role clarity, and designing training programs focused on cognitive efficiency. Future research should extend this framework to evaluate the long-term efficacy of these strategies across diverse organizational contexts, industries, and cultural settings, further refining the understanding of cognitive load management and its impact on decision-making.
Keywords: Cognitive load, Decision-making, Marketing managers, Qualitative interviews, Cognitive management
Keywords: Cognitive load, decision-making, marketing managers, qualitative interviews, cognitive management
Type of Study: Original Research Article |
Subject:
Psychology
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