The Influence of Positive and Negative Affectivity on Attitude Change Toward Organizations |
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Authors: | George J Siomkos Srikumar S Rao Sunder Narayanan |
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Institution: | (1) Long Island University, USA;(2) Marketing Department, College of Management, Long Island University, Brookville, NY, 11548 |
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Abstract: | This study tests hypothesized differences in pre-post (product-harm) crisis attitude change toward an organization for positively and negatively oriented individuals. Contrary to theoretical predictions, there was not a strong differential attitude change between positively and negatively oriented individuals. The results suggest a possible boundary condition for the influence of positive and negative affectivity on attitude change. Two explanations are offered for these findings: (1) that the vividness of the situation might override affectivity and (2) that affectivity might not be a strong predictor of attitude change for nonpersonalized attitudes. |
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Keywords: | Attitude change positive affectivity negative affectivity |
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