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
The Small World of a Big Western
Whether a film is produced under a low or high budget, a small world coupled with a big idea can serve strong themes and powerful stories. To define this concept, “small” represents a confined or focused environment in a...
Designing Virtual Worlds: Multimodality and Co-Creation of Meaningful Places in Multi-User Virtual Environments
The online social platforms known as virtual worlds present their users various affordances for avatar based co-presence, social interaction and provide tools for collaborative content creation, including objects, textur...
DESIGN EDUCATION: OUT OF THE STUDIO AND INTO THE RESEARCH LAB
Design education, by broad definition, is the instruction of theory and application in the creation of products, services, and communications. More specific to Visual Communication Design, is the teaching of typography,...
Visual Representation within the Media: A Descriptive Analysis of Images in British Muslim Magazines
Purpose: To fashion an analytic view of representations of Muslim women in British Muslim magazines. Design/methodology/approach: Drawing on theories from within the history of Islamic art and data from the current popul...
Design for Collective Consciousness in Urban Place
Today, the cities are showing a rapid change by the facts of globalization, capitalism and rapid urbanization, and the resources of cities are decreasing through increasing population and unplanned development. While urb...