Information Overload

Information overload refers to the state of having too

much information to make a decision or remain
informed about a topic.
Researchers across various disciplines have found that
the performance (i.e., the quality of decisions or
reasoning in general) of an individual correlates
positively with the amount of information he or she
receives – up to a certain point.
If further information is provided beyond this point, the
performance of the individual will rapidly decline.
 Information Overload

The information provided beyond this point will no

longer be integrated into the decision making process
and information overload will be the result.
The burden of a heavy information load will confuse the
individual, affect his ability to set priorities, or makes
prior information harder to recall.
Information Overload

INFORMATION OVERLOAD Information Load

Decision accuracy
 Controlling Information Overload

Presentation of the information is an art. The data

may be collected in the best possible manner and
processed analytically, bringing lot of value in the
information; however, if it not presented properly, it
may fail to communicate anything of value to the
receiver.
The overload of information may affect the quality in
decision making. It has to be controlled. The following
message reduction techniques are used for
controlling information overload.
1. Filter
2. Message Routing
3. Summarization
4. Message delaying
 Controlling Information Overload

Filters
• Filters are often used for system input and in feedback.
• A filter is essentially a system element which keeps out
certain inputs, allowing others to enter the system.
• The oil filter in an automobile lets the oil through but
prevents metal particles etc. from passing.
• Filters may be used to reduce the type of input and to
reduce the amount of information.
 Controlling Information Overload

Message Routing
• The mathematical theory of communication deals with the
information content of messages are assumed to be objective.
• However, the richness of language by which humans
communicate, and the constraints on humans and
organizations as information processors, means that humans
typically receive too much information and the interpretation of
received messages are subject to misunderstanding.
• In message routing, there is a reduction in communication
volume by distributing messages only to those individuals or
organizational units that require information for some action or
decision.
• For instance, the transmission of copies of purchase orders to
only those departments (production, distribution, billing) that
take direct action based on the information on the order.
 Controlling Information Overload

Summarization
• Within organizations, message summarization is
commonly utilized to reduce the amount of data without
changing the essential meaning.
• The concept of summarization is user to provide
information which is needed in the form and content.
• The principle behind summarization is that too much
information causes noises and distortions, i.e., confusion,
misunderstanding and missing and purpose. The
summarization suppresses the noise and the distortions.
 Controlling Information Overload

Summarization
• The President of an organization cannot normally
review each sale to get information for decisions.
• Instead, the accounting system summarizes all sales
into a “sales for the period” total.
• The level of summarization is dependent on the
organizational level of the decision-maker.
• For example, the sales manager for the area may need
sales by sales representative and sales by product.
 Controlling Information Overload

Message delaying
• Messages may be delayed, modified or filtered
before being sent to a recipient.
• For example, customer complaints may be
delayed, modified or filtered as the information
moves up the organization.