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Images and Reputation

506 Final Presentation WOO HOO

Michelle Asmara

on 7 December 2010

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Transcript of Images and Reputation

Impact of the inclusion of images into a narrative on change of perceived organizational reputation Michelle Asmara, Melanie Formentin, and Svitlana Iarmolenko What is... Transportation? Reputation? Imagery? A structure of cognitive representation (reflection) of reality in one’s mind that can be presented as images (pictures), verbal nodes (words and sentences) or as a combination of the two, and is characterized by its vividness/clarity, quantity/ease, elaboration, and controllability. A distinct, convergent mental process that explains the phenomenon of involvement in a narrative. A symbolic organizational asset determined by cumulative stakeholder perceptions of an organization. Method Convenience sample
2 conditions
Systematic random assignment
Controlled classroom setting
Extra credit
N=127 Measures Images (yes/no)
Imagery scale (Babin & Burns, 1998)
Transportation Scale (Green & Brock, 2000)
Reputation Scale (Sung & Yang, 2008) Images Imagery Transportation Reputation Images t(124)=2.107
p=.037 Quantity Elaboration Elaboration Quantity Vividness Vividness Transportation r=.495
p=0.000 r=.587
p=0.000 r=.331 p=0.000 Images Transportation t(125)=1.624 Transportation Reputation r=.470 Images Reputation t(125)=.978 p=.330 p=0.000 p=.107 Elaboration Quantity Vividness Reputation r=.419
p=0.000 r=.268
p=0.002 r=.232 p=0.009 Conclusions Limitations Discussion Future Studies H1 H2 H3 H4 H5 H5 H1 H4 H3 H2 H5 Convenience sample
Short time frame - not enough for reputation to settle in
Study setting - all subjects together
Monetary constraints - nature of printed treatment materials (no color)
Prior knowledge and relevance of organization Representative sample
Color treatment materials
Individual cubicles for participants
Organization with higher familiarity There is a connection between the concepts of mental imagery, transportation into a narrative, and perceived reputation of an organization. However, these relationships do not depend on whether a narrative that depicts an organization contains pictures. Picture's aren't really necessary, as long as you have an engaging story!
Knowledge -> imagery -> transportation
Relationship between transportation and reputation < transportation and dimensions of imagery
The dimension of vividness positively correlated with reputation The Process partially significant partially significant not significant significant not significant partially significant what you imagine when you hear or see something "getting lost" in a story Positive and negative thoughts about an organization
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