Inside the black box of alpha, beta, and gamma change: Using a cognitive-processing model to assess attitude structure

• 成果类型: Article
• 署名作者: Thompson, RC; Hunt, JG
• 署名单位: Texas Tech University System; Texas Tech University
• 刊物名称: ACADEMY OF MANAGEMENT REVIEW
• ISSN/ISSBN: 0363-7425
• DOI: 10.2307/258998
• 发表日期: 1996
• 页码: 655-690
• 关键词: BEHAVIOR RELATION; thought; polarization; belief; accessibility; persistence

摘要

One of the key aspects of organizational and societal interventions is different kinds of attitude change. These different kinds of change have been operationalized in terms of the well-known Alpha (a simple shift in assessment before and after the intervention). Beta (a shift in the respondent's metric with an accompanying change in distance anchors). and Gamma (a respondent's subjective redefinition of the construct) change typology. Researchers who use this typology have considered changes at state A (time 1) and state B (time 2) but have not examined the process involved for Alpha. Beta, and Gamma change in moving from state A to state B. To move inside this black box, we develop a model of attitude and structure and examine the cognitive processes hypothesized to yield attitude structure changes corresponding to the Alpha. Beta, and Gamma typology. We develop testable research propositions and show how the model con help to guide future research and practical applications across a wide range of interventions.