The Role of Issue Valence and Issue Capability in Determining Effort Investment

Vikas Mittal, William T. Ross, & Michael Tsiros. (2002) "The role of issue valence and issue capability in determining effort investment." Journal of Marketing Research, 39(4): 455-468.

15 Pages Posted: 26 Oct 2013

See all articles by Vikas Mittal

Vikas Mittal

Rice University

William T. Ross

Pennsylvania State University - Department of Marketing

Michael Tsiros

University of Miami - Department of Marketing

Date Written: November 1, 2002

Abstract

How decision makers invest their effort among various issues is critical to organizational success (Ocasio 1997). The authors investigate the effects of issue valence and issue capability on how decision makers allocate effort to an issue. They develop hypotheses regarding these constructs and test them in three studies. Results show that in the condition of high capability, decision makers are more likely to invest effort in an issue that is negatively, rather than positively, framed. Conversely, with low capability, they are more likely to invest effort in an issue that is positively, rather than negatively, framed. Results also clarify the variable focus on upside potential and risk taking as two mechanisms that underlie this preference reversal.

Keywords: issue valence, issue capability, upside potential, risk taking

Suggested Citation

Mittal, Vikas and Ross, William T. and Tsiros, Michael, The Role of Issue Valence and Issue Capability in Determining Effort Investment (November 1, 2002). Vikas Mittal, William T. Ross, & Michael Tsiros. (2002) "The role of issue valence and issue capability in determining effort investment." Journal of Marketing Research, 39(4): 455-468.. Available at SSRN: https://ssrn.com/abstract=2344821

Vikas Mittal (Contact Author)

Rice University ( email )

6100 South Main Street
250 McNair
Houston, TX 77005-1892
United States

William T. Ross

Pennsylvania State University - Department of Marketing ( email )

University Park, PA 16802-3306
United States

Michael Tsiros

University of Miami - Department of Marketing ( email )

United States

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