Decision Making in the Workplace: A Unified Perspective

By Lee Roy Beach | Go to book overview

as indicated by the small residuals, and the statistically significant path coefficients and loadings all indicate that the image theory model fits the data collected on socially responsible consumer choice and that the research hypothesis was supported.


CONCLUSION

The results of the study support image theory as a more parsimonious model of decision making that relies on just three theoretical latent constructs: the value, trajectory, and strategic images. Image theory provides the basis for the way knowledge can be represented and structured for use in decision making, and it is more descriptive of the actual decision process than the complex, maximizing models of conventional decision theory. The study also provided additional, although indirect, support for the use of compatibility and profitability tests in consumer decision making. Simply stated, decision makers adopt plans with appropriate tactics to reach goals that are consistent with strongly held values and principles.

Even though this study focused on environmental issues, the results can be generalized to consumer decisions that involve social responsibility dimensions or some other value laden decision context. Companies that are trying to be socially responsible or that compete with companies perceived to be socially responsible (in their corporate behavior or in their products) will face consumers with varying images related to these issues. To facilitate the use of examples, we retain the environmental focus in discussing the implications of applying image theory to socially responsible consumer choice.

The goal of a socially responsible company would be to convince the consumer that the company's product is compatible with a socially responsible consumer's goals and principles and that it will be the most profitable way to attain a particular goal. Furthermore, managers need to know how to invoke the related images that would be used to screen out socially irresponsible products and to prefer socially responsible products or companies. In other words, managers must invoke the decision frame (i.e., the store of knowledge that the decision maker uses to endow the context with meaning) that supports socially responsible consumer choice. Even though identifying the best image to address in marketing communications is beyond the scope of the study, a variety of possibilities are discussed because the empirical data supports the idea that the three images are interrelated.

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Decision Making in the Workplace: A Unified Perspective
Table of contents

Table of contents

  • Title Page iii
  • Contents v
  • Preface vii
  • 1: Image Theory, the Unifying Perspective 1
  • References 19
  • 2: Why a New Perspective on Decision Making is Needed 21
  • References 30
  • 3: Job Search and Job Selection 33
  • Conclusions 46
  • References 46
  • 4: Career Decisions 49
  • Conclusions 61
  • References 62
  • 5: Supervision and Job Satisfaction 63
  • References 71
  • 6: Why Employees Quit 73
  • Conclusion 89
  • References 89
  • 7: Audit Decisions 91
  • Summary 99
  • References 99
  • 8: Screening of Clients by Audit Firms 101
  • Conclusions 115
  • References 116
  • 9: Organizational Culture and Decision Making 117
  • Summary and Practical Implications 129
  • References 131
  • 10: Mitigating Cultural Constraints on Group Decisions 133
  • Conclusion 141
  • References 142
  • 11: Imagination and Planning 143
  • References 153
  • 12: Designing Marketing Plans and Communication Strategies 155
  • Summary and Conclusions 164
  • References 164
  • 13: Consumer Decisions Involving Social Responsibility 165
  • Conclusion 177
  • References 179
  • 14: Image Compatibility and Framing 181
  • References 193
  • 15: Image Theory and Workplace Decisions: Challenges 197
  • References 208
  • Author Index 209
  • Subject Index 215
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