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Knowledge visualization and attitude: scale development and application in Europe and China

International Conference on Communication, Media, Technology and Design - Istanbul, Turkey - 24-26 April 2014
by

Sabrina Bresciani

on 11 February 2015

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Transcript of Knowledge visualization and attitude: scale development and application in Europe and China

THE EFFECT OF KNOWLEDGE VISUALIZATION ON ATTITUDE: SCALE DEVELOPMENT
AND APPLICATION IN EUROPE AND CHINA


University of St. Gallen
Switzerland
bresciani.sabrina@gmail.com
sabrinabresciani.com

Central University of Finance and Economics,
Beijing, China
gejanxin@cufe.edu.cn
International Conference on Communication, Media, Technology and Design
24-26 April 2014
Istanbul, Turkey
Motivation
Research design
Experiment
Scale
development

Implications
Procedure
Sample
54 European, 48 Chinese subjects (N=102)
(different sample)
age: 21
college students in business topics

Novel and cross-culturally validated scale of attitude toward strategy

Knowledge visualization can significantly improve attitude toward the content, compared to a textual representation.

Knowledge visualization does not increase behavioral intention, especially for Chinese
Verbal and written communication is often ineffective
Sabrina Bresciani,
Jianxin Ge & Yaru Niu
Context: strategy communication
= mapping concepts graphically,
by structuring text and visuals in a meaningful way
Can a visual representation of the organizational strategy be conducive to a more positive attitude toward the strategy?
Is the effect constant across cultures?
Research questions
Step 1
Step 2
Theoretical bases
education (O’Donnell, Dansereau & Hall, 2002)
communication (Sojka & Giese, 2006; Buzan, 1996)
management (Eppler & Burkhard, 2005; Platts et al., 1996)
problem solving (Tversky, 2005)
...
Picture superiority effect

(Paivio 1969, Snodgrass & Vanderwart,1980)

Images increase understanding, recall and engagement
Emotions and attitude
Principle widely used in advertising (Ray & Batra, 1982; Mitchell, 1986; Messaris, 1997) and design (Norman, 2004)
Application:
"danger" vs.
Develop a scale of
attitude toward the strategy
suitable in the West and in East Asia

Procedure:
Develop questions based on literature
Test on Westerners and Asians
Analysis (pca and Cronbach Alpha)
for Europe and China separately and together
Finalize
Lab Experiment in Europe and China
3 X 2 between subjects design

3 representations of strategy (2 visuals + 1 control)
2 cultures: Europe and China
Analysis: pca, Cronbach alpha,
means comparison,
ANOVA
Moderation

Step 1
Step 2
Chinese sample
European sample
Entire sample
Final scale
Initial scale: 12 questions

Sample
N=102


4 questions for each component of attitude: cognitive, affective and behavioral
based on: Allport, 1935; Rosenberg and Hovland, 1960; Ajzen, 1991; Eagly & Chaiken, 1993
Europe: 51, China 51
college students in Switzerland and Beijing
mean age of 22
Bachelor of business admin. or similar
Results
Cronbach alpha:
0.834 cognitive component of attitude
0.832 the affective component of attitude
0.879 behavioral intention
Scale
Means
ANOVA
Moderation
Dual Coding Theory (Paivio, 1969) is extended to knowledge visualization
solid effect of visualization across cultures
Theoretical
Practical
Communicating with text + visual representations can improve the efficacy of messages
Limitations
Sample: college students
Lab experiment: internal validity
Context: company strategy
Future research
Study in real organizations
Test different content
Test different visuals
Full transcript