The Effect of Visual Mapping on Attitude toward Organizational Strategy: Scale Development and Application in Europe and China
Journal Title: Online Journal of Art and Design - Year 2014, Vol 2, Issue 4
Abstract
Visual representations of information can offer several benefits compared to text communication. This study examines the effect of knowledge visualization, compared to a text control condition, on attitude toward the content, specifically an organizational strategy.Companies operating across borders face great challenges in ensuring compliance with the strategy in different cultural contexts. Recent research evidence showcases the cognitive and emotional benefits of utilizing visual representations of knowledge in organizations. An experiment is conducted comparing two knowledge maps to a textual version of the same corporate strategy. In order to measure attitudes toward the strategy, a scale is developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude toward strategy with cognitive, affective and behavioral components. The scale is then applied to a different sample to test the effect of mapping the strategy visually on attitudes toward the strategy, and to test whether the effect is persistent in Europe and China. The results of the experiment show that subjects exposed to the visual conditions had a significant more positive affective and cognitive attitude toward the content.
Authors and Affiliations
Sabrina Bresciani| University of St. Gallen, Switzerland sabrina.bresciani@unisg.ch, Jianxin Ge & Yaru Niu| Central University of Finance and Economics, China, gejianxin@cufe.edu.cn
Keywords
Related Articles
- EP ID EP8201
- DOI -
- Views 385
- Downloads 25
S3Doodle: Case Study for Stereoscopic GUI and User Content Creation
This article describes the web application called S3Doodle. It is an initial example of the combination of a stereoscopic graphical user interface that produces stereoscopic contentand is controlled by hand gestures. The...
THE DEVELOPMENT OF A PHOTOGRAPHIC AESTHETIC
The development of an indigenous photographic aesthetic was the result of four factors: our changing assumptions about the nature or range of subjects that could (or should) be photographed, advances in camera technology...
Exploring Media Interventions in Peace Building and their Challenges
Informing the mass is one of the fundamental roles of the media universally. This role becomes more essential during conflicts and wars because their interventions are either in de-escalating or in escalating the violenc...
The Use of Caricatures as a Means of Advertising: The Case of Süta?
Advertisers often make use of humorous elements in advertisements they create. Advertisements that contain such elements play a great role in creating awareness and attaining positive attitudes. Caricature, which is an e...
TRUTH, REPRESENTATION, INTENT and DECEPTION IN VISUAL COMMUNICATION
We need to understand, “advertising & marketing” –which are the most effective tools, applied by brand colonialism– through what kind of visual rhetoric tries to communicate with the masses using the truth, representatio...