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
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: Suggested Citation
Do you have a job opening that you would like to promote on SSRN?
Recommended Papers
-
Stimulating the Potential: Creative Performance and Communication in Innovation Teams
By Jan Kratzer, Roger Th.a.j. Leenders, ...
-
Team Polarity and Creative Performance in Innovation Teams
By Jan Kratzer, Roger Th.a.j. Leenders, ...
-
Social Capital and Creativity in R&D Project Teams
By Ming-huei Chen, Yuan-chieh Chang, ...
-
Understanding the Benefits and Detriments of Conflict on Team Creativity Process
-
Employee Creativity and R&D: A Critical Review
By Ming-huei Chen and Geir Kaufmann
-
New Product Team Decision-Making: Regulatory Focus Effects on Number, Type and Timing Decisions
By Jelena Spanjol, Leona Tam, ...
-
By Christen Rose-anderssen, James S. Baldwin, ...
