ANONYMITY,STRENGTH OF ATTITUDE,AND THE INFLUENCE OF PUBLIC OPINION POLLS

Subjects were given questionnaires asking their responses to six statements on public issues. On some of the issues subjects were highly committed to their own views, while other issues were selected for the subjects' lack of knowledge and commitment. Some subjects were asked to respond anonymously, and others were led to believe that their responses would be made public. Each questionnaire contained a bogus distribution of responses from students at the subjects’ university. Each statement of interest was supported by the bogus majority in one questionnaire form and rejected by it in the other form. Several types of conformity were considered. For the low-commitment issues, subjects were influenced in the direction of the bogus consensus. For the high-commitment issues, the bogus consensus had no significant effect. Implications for understanding the effect of polls on public opinion are discussed.     

Testing Two Contrasting Structural Models of Innovativeness in a Contractual Network

This study examined contrasting models of the impact of formal and informal structural factors and the communication environment on organizational innovativeness. Specifically, three formal structural variables (decentralization, formalization, and slack resources), two informal structural variables (range and prominence), and two communication environment variables (communication quality and acceptance) are posited to be antecedents of organizational innovativeness. In the traditional model, formal structural impacts are posited to be shaped by informal structure. Conversely, the coexisting model argues that both formal and informal structural variables directly affect the communication environment, which, in turn, shapes perceptions of innovativeness. Data were gathered from self-report questionnaires and network analysis communication logs completed by organizational members (N = 79) of a geographically dispersed government health information agency, the Cancer Information Service (CIS). Tests of the models demonstrate that the coexisting model is clearly superior. These results suggest that the dual role of formal and informal structures needs to be more systematically specified as we focus on innovation in new organizational forms, such as the CIS.     

AN OBJECTIVE EVALUATION OF A BEHAVIOR MODELING TRAINING PROGRAM

Past research on the effects of behavior modeling training has rarely focussed on actual changes in job performance. This paper describes a study in which results of a behavior modeling training program for sales representatives were evaluated in relation to effects on the sales performance of the participants. Sales associates selling large appliances, radios, and television sets for a large chain retailer in seven stores in one metropolitan area participated in a behavior modeling training program designed to improve their sales effectiveness. Before and after comparisons were made in their sales records with similar sales associates in seven matched stores who participated in other kinds of sales training during the same period. Sales representatives who received the behavior modeling training increased their sales by an average of 7% during the ensuing six-month period, while their counterparts in the control group stores showed a 3% decrease in average sales. The extra effort entailed in obtaining the needed sales records seemed to be worthwhile in providing convincing evidence of the value of the training.