ABSTRACTA laboratory experiment examined the effects of applying decision support system (DSS) technology to decision making in ill‐structured problem environments under varying information conditions. Marketing executives participated in the experiment which investigated the effects of DSS availability, DSS training, and data availability on dependent variables that included: (1) the number of alternatives considered by a subject during decision making, (2) the period of time spent by a subject to complete the decision‐making process, (3) the subject's perceived confidence in the decisions he or she had made, (4) the amount of data considered by a subject's during decision making, (5) the individual subject's decision processing, and (6) the subject's performance overall. Our results indicate that all three factors significantly affect the number of alternatives considered by subjects during the decision‐making process. We therefore suggest that DSS training be coordinated with decision training in order to realize the potential of DSSs as described in the DSS liter