A key feature of interactive data visualization is the ability for users to choose the visualization formats and chart types. Some users may rely on their experience and gut feelings in selecting a visualization format while other users may evaluate the task characteristics and select a visualization format that fits better with task requirements. In this study, we examine the conditions under which users employ the experience or analytical strategies in selecting visualization format and the effects of the two strategies on decision accuracy and confidence. A laboratory study has been conducted to test the hypotheses. Our results show that more users employ the analytical strategy when confronted with incongruent cognitive style and task difficulty conditions and they were more confident about their decisions following the analytical strategy. The study helps us understand how interactive data visualizations can be utilized and identify areas for data visualization education and training.
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