The Commitment Consistency Theory is a very simple concept. It states that if you request something small of someone and they agree, chances are they will also comply with additional and larger requests in the future. In the article, Using commitments to drive consistency; Enhancing the effectiveness of cause-related marketing communications by Rajiv Vaidy Anathan & Praveen Aggarwal (December 2005), this theory has been dubbed the” foot in the door” technique. The author states that “persuading people to do seemingly harmless requests greatly increases their likelihood of complying with a subsequent, larger request” (Anathan & Aggarwal, 2005). The article specifically addresses environmental consumerism and the effect of cause marketing on actual, significant behavioral changes. “Cause related marketing is the process of formulating and implementing marketing activities that are characterized by an offer from the firm to contribute a specified amount to a designated cause when customers engage in revenue producing exchanges that satisfy the organizational and individual objectives.” (Varadarajan & Menon, 1988, as cited in Anathan & Aggarwal, 2005, p. 233) The study conducted explored the effect of commitment consistency on consumer behaviors when products were linked to having a benefit to a “cause”. Unless the “cause” was a product that directly affected the specific issues the consumer cared about, than there was no change in behavior. The results from the test did not support the commitment consistency theory and the “foot in door” technique was shown to be ineffective in this type of marketing. Subjects did not agree to subsequent requests or donate larger amount just because a firm happened to be linked to a “for cause” organization. Although the Commitment Consistency theory has been studied and shown to be effective in many situations, Anathan and Aggarwal suggest that perhaps there are psychological boundaries that influence the effectiveness of the foot in door technique. (Dec 2005)
I have to agree with the author’s analysis. They go into several pages worth of supportive evidence for the Commitment Consistency theory and in the end conclude that the theory does indeed work when consumers value and support the specific cause that appeals to them. However, even though most people consider the environment important, if the choice is between saving money or saving the environment, most people will opt to save money. (Anathan & Aggarwal, 2005 p. 17)
How does this relate to me specifically? I guess I am a little surprised at people’s reaction and response to going green. It may cost a little more to be environmentally conservative…but what is the end price we all pay if we don’t take action now? What if the electric companies or oil companies said “it’s too expensive to change our ways” (which they are trying to do anyway) and did nothing? My concern is that of all the organizations and “for cause” efforts you could be supportive of, environmental should be at the top. But it is no surprise to me. For instance, look at Wal-Mart. An American consumer is more than willing to go buy a hammer for $9 that was made in China, rather than go to the mom and pop hardware store and pay $11 for the same hammer. Yes, they saved money…but what impact does that have on the OVERALL American economy? I think the results from both examples prove how important it is to re-evaluate and prioritize what is considered important…saving a buck or saving the future for our children? Small steps will lead to big changes and the small steps encourage bigger steps in the future.
In any case, this article does not specifically affect me at my place of work as Commitment Consistency theory does not apply to my small business adventures. However, I will say this. I highly admire and regard companies who make contributions to “for cause” agencies and to companies who participate and give back to the community. I think the consistency theory works, but only if the consumer values the specific cause that the organization is supporting. I think one factor not included in this article was the understanding and perception of the “for cause” agencies that were depicted in the studies. Were the “for cause” organizations ones that were well known, reputable or had large Public Relations assisting their image? I think that people are more willing to donate more or buy products that give to a cause if they understand what the “for cause” organization does, how it helps and how their contribution will be spent. I think it is also important that the “for cause” organization appeal to the consumers emotions and make it clear the importance that something be done to change/help the cause.
I think to be an effective leader of our future; one must embrace change. Yes taking small steps toward that change will encourage and provoke larger more meaningful steps in the future, which is why the consistency commitment theory works. I think an effective leader needs to deliver on his or her promises, make changes that look at the overall picture and not the pixel at the bottom of the page. A leader needs to be honest, have moral values and especially create a paradigm shift if something old isn’t working anymore.
Vaidyanathan, R. & Aggarwal, P. (2005). Using commitments to drive consistency: Enhancing the effectiveness of cause-related marketing communications. Journal of Marketing Communications, 11(4), 231-246.
Varadarajan, P. R. & Menon, A. (1988) Cause-related marketing: a co-alignment of marketing strategy
and corporate philanthropy, Journal of Marketing, 52, pp. 58–74.
Thursday, March 5, 2009
Thursday, February 26, 2009
FEAR IS NOT AN EFFECTIVE FORM OF MOTIVATION
While reading “Fear: The misunderstood component of organizational transformation” (Welbourne, T. 1995) old familiar feelings surfaced as I strongly disagreed with what the author was stating. I have often thought that the type of fear and manipulation corporate organizations use to motivate their employees is unethical and wrong. For this very reason, I have often quit many of my past jobs because I don’t take well to that type of management. The author comments that “Fear has the potential for motivating employees to change their behavior quickly and in ways that result in positive adaptations to transformation” (Welbourne, T. 1995) Although I agree that all actions within an organization should have consequences, thus negative consequences a predecessor to fear, I do not agree that using fear as a tactic to motivate people is commendable. Even though these studies indicate a high likelihood of change when subjects are exposed to fear, my question and concern is what future impact does it create? In my opinion, living in constant fear will lead to low self confidence and self worth and eventually it will transform into resent, retaliation or rebellion. For instance, take a child who has been exposed to a parent who physically or mentally abuses them. That is certainly a fear motivator, but what impact does it have on that child as he or she grows into adulthood? They may have failing grades, they may be socially withdrawn or they may have low self esteem. Eventually though, that child is going to grow up as big or as strong as the adult. Once they reach legal age to leave the home…what kind of relationship do they have with that parent? Do they choose to dissolve the relationship or continue it? Do they choose to retaliate with matched violent or emotional behavior? Or do they transfer that violent or emotional behavior onto new relationships they develop? Now, this may be an extreme case and certainly the article talks about an “optimal” level of fear; however, these are all important questions that must be evaluated when considering using fear to control something. A corporate organization that induces fear is creating a destruction path that will eventually bite them back. Employees are going to become dissatisfied with the tension, unease, high levels of stress and they may be more likely to hide mistakes or be dishonest. Some employees, like myself, will decide that a job like that isn’t worth it and leave the company. News will get out that the company treats their employees bad as disgruntled former employees share their experiences. In conclusion, I feel that people who use fear as their motivational tool do so because they lack the ability to properly lead. A good leader doesn’t force change. A good leader encourages change and people willingly do so because they are given respect, feel good about themselves, are confident and trust that their leader will make the right decisions.
In my current work setting, there is no one but myself to motivate. There is not some person looming over me or saying to me “come on you can do it”. The motivation for me is the personal drive that I feel from deep inside. It is the desire to succeed, the desire to make a path, the desire to overcome the obstacles that I encounter. I feel the greatest of motivation is not something that can come from outside, but rather something that comes from inside each and every one of us.
I think that motivational theories like the protection theory which uses coping mechanisms along with the event fear level to influence behavior are effective only if there is an understanding that the outcome isn’t a certainty but only a possibility. For instance, the example used in the article was the dental association showing gum decay and pain as a result from poor dental hygiene. The difference in this type of motivation is that first and foremost it educates the public on possible danger and offers advice on how to be proactive and prevent the outcome. I do not view this as a harmful level of fear motivation. Infact, I do not consider this fear motivation at all. I consider it prevention education. However it is called or whatever name it is given, I think that as an individual you know the difference between right and wrong. Using fear in the corporate world to provoke a certain action does not stimulate growth or build lasting relationships…it paralyzes a person’s ability to become their full potential.
Welbourne, T. (1995). Fear: The misunderstood component of organizational transformation. Human Resource Planning, 18(1), 30-37
In my current work setting, there is no one but myself to motivate. There is not some person looming over me or saying to me “come on you can do it”. The motivation for me is the personal drive that I feel from deep inside. It is the desire to succeed, the desire to make a path, the desire to overcome the obstacles that I encounter. I feel the greatest of motivation is not something that can come from outside, but rather something that comes from inside each and every one of us.
I think that motivational theories like the protection theory which uses coping mechanisms along with the event fear level to influence behavior are effective only if there is an understanding that the outcome isn’t a certainty but only a possibility. For instance, the example used in the article was the dental association showing gum decay and pain as a result from poor dental hygiene. The difference in this type of motivation is that first and foremost it educates the public on possible danger and offers advice on how to be proactive and prevent the outcome. I do not view this as a harmful level of fear motivation. Infact, I do not consider this fear motivation at all. I consider it prevention education. However it is called or whatever name it is given, I think that as an individual you know the difference between right and wrong. Using fear in the corporate world to provoke a certain action does not stimulate growth or build lasting relationships…it paralyzes a person’s ability to become their full potential.
Welbourne, T. (1995). Fear: The misunderstood component of organizational transformation. Human Resource Planning, 18(1), 30-37
Saturday, February 21, 2009
Computer Mediated Communication...A subsitute for Medical Advice?
In reading, “Re: We Really Need to Talk”: Affect for Communication Channels, Competence, and Fear of Negative Evaluation. Communication Quarterly, 56(4), 407-426, I have found that computerized mediated communication can be a useful in many business today, especially that of the medical field. One aspect that this online book touched upon was the need for people to gain knowledge and expert medical advice from the medical community, in addition to information they would normally receive from their doctors. The problem with internet communication in the medical field lies mostly in the safety and quality that information being gathered online will be accurate and pertinent to an individual’s situation. The book states that “It is an important medium for health communication on prevention issues. It
will not of course replace personal interaction between doctors and patients and their
relatives” (Keaten & Kelly, 2008 November). This is true for many “business to consumer” relationships and affects almost any industry. The internet is a powerful and resourceful tool, but how much information out there is credible and reliable? The medical field is no exception. People seeking additional information regarding health topics, people who do not understand their doctor or want second opinions, people who substitute online information for actual one on one professional analysis are all susceptible to disinformation. Unfortunately, at this time there are no safeguards to protect people from inaccurate or sub-par medical information and it is important for people to realize that in no way, shape or form, should online medical advice ever be substituted for a doctors’ professional evaluation.
Nevertheless, mediated communication via computers can be useful and has its place within the broad options of communication channels. Patients are able to research topics, gather information and form excellent questions to present to their doctors so that an educated decision can be made. In this day and age, time is scare and costs money. I feel that computerized communication can be a valuable and convenient tool. I just caution anyone utilizing it to make sure they are on credible websites, and that they always, always consult their own physician before initiating or taking any kind of medical action.
Keaten, J., & Kelly, L. (2008, November). “Re: We Really Need to Talk”: Affect for Communication Channels, Competence, and Fear of Negative Evaluation. Communication Quarterly, 56(4), 407-426. Retrieved February 21, 2009, doi:10.1080/01463370802451646
will not of course replace personal interaction between doctors and patients and their
relatives” (Keaten & Kelly, 2008 November). This is true for many “business to consumer” relationships and affects almost any industry. The internet is a powerful and resourceful tool, but how much information out there is credible and reliable? The medical field is no exception. People seeking additional information regarding health topics, people who do not understand their doctor or want second opinions, people who substitute online information for actual one on one professional analysis are all susceptible to disinformation. Unfortunately, at this time there are no safeguards to protect people from inaccurate or sub-par medical information and it is important for people to realize that in no way, shape or form, should online medical advice ever be substituted for a doctors’ professional evaluation.
Nevertheless, mediated communication via computers can be useful and has its place within the broad options of communication channels. Patients are able to research topics, gather information and form excellent questions to present to their doctors so that an educated decision can be made. In this day and age, time is scare and costs money. I feel that computerized communication can be a valuable and convenient tool. I just caution anyone utilizing it to make sure they are on credible websites, and that they always, always consult their own physician before initiating or taking any kind of medical action.
Keaten, J., & Kelly, L. (2008, November). “Re: We Really Need to Talk”: Affect for Communication Channels, Competence, and Fear of Negative Evaluation. Communication Quarterly, 56(4), 407-426. Retrieved February 21, 2009, doi:10.1080/01463370802451646
Friday, February 20, 2009
Week 2- Hmmm...What Did You Say?
The most significant piece of information for me in the listening style inventory (LSI) as an instrument for improving listening skill article, is the actual assessment conducted at the end of the article. I found this assessment to be very useful in identifying my own communication strengths and weaknesses. I found it fascinating to learn the intricacies in the communication process as described by Lu, Jianying. (2005).
For instance, Jianying Lu describes listening as more of a function of human habit than a conscious choice (2005). With that being said, it takes effort to become a good listener. There are many internal and external conflicts that help breakdown the flow of the communication process. I personally think most of it has to with education, social status and cultural background or biases. It is sometimes a battle to get past these influences and actually find the true meaning of the message. I especially find it difficult to interpret a message if I am listening to a speaker who appears very different from me, has a foreign accent or who speaks uneducated. I realize now that these biases and preconceived notions I carry, actually prevent me from understanding or interpreting what is being said. It is a very hard habit to break and it takes strong mental conviction to focus on the message and not these other things that nag at me.
After taking the Listening Style Inventory assessment at the end of the article, I found that I am a passive listener. Reading the description of the passive listener was like re-discovering who I am. I realized and agreed that I exhibit these behaviors when participating in the listening process. I get talked “at” and absorb the information without really participating as an equal piece of the communication equation. I do not show much enthusiasm or energy for reciprocating responses and I assume that the weight and responsibility of the communication is upon the sender. The fault is mine, as I am coming to understand now. I have had a tendency to blame communication errors on others instead of myself, which is unacceptable. I think in my work life I tend to tune a lot of things out. I am so saturated by external stimuli that I often feel overwhelmed and I just want to unplug. I sometimes have personal or family problems that interfere with my ability to communicate with customers (especially irate ones) or my boss or co-workers. I think my passive listening behavior has been acquired through a process of exposure to call center environments. Customer service reps are often talked “at” by the customers who voice their problems, concerns, questions, etc. but all directed to the company and not the individual rep. In addition, customer service reps are taught to let go, do not become emotionally involved, let the bad calls wash off of you, move on to the next call with the same bright attitude, keep smiling, don’t become attached and so on and so forth. I have worked the past seven years in call centers. I ask myself, is it any wonder I am a passive listener?
I think technology is great and the advances we have made as a species is absolutely incredible. However, I do not necessarily think it has helped improve communication among people. Yes, it may be easier and more convenient now. We can write emails, chat online, visit blogs, use web cameras and video conferences, and talk on the phone and text message. Yes, we can reach people all over the globe which would have never been possible without these advances in communication technology. However, at what cost and degradation to the message must we endure when we chose to communicate through these methods? Having a relationship with someone through even the best of these technologies is nowhere near the type of relationship or bond that two people can form when they are physically together. There is so much more to communication than just words. There are thoughts, feelings, emotions, all of which are best communicated through body language and subtle cues that come natural to us.
I think for global cultures to successfully communicate, it will take shear desire to truly understand one another as well as a lot of determination and effort. So many people are closed minded and unwilling to put themselves in another’s shoes, or try to see another’s viewpoint. It is sad and shameful that we allow ourselves to shut out those things which could influence us to grow as a human being and as a species.
For instance, Jianying Lu describes listening as more of a function of human habit than a conscious choice (2005). With that being said, it takes effort to become a good listener. There are many internal and external conflicts that help breakdown the flow of the communication process. I personally think most of it has to with education, social status and cultural background or biases. It is sometimes a battle to get past these influences and actually find the true meaning of the message. I especially find it difficult to interpret a message if I am listening to a speaker who appears very different from me, has a foreign accent or who speaks uneducated. I realize now that these biases and preconceived notions I carry, actually prevent me from understanding or interpreting what is being said. It is a very hard habit to break and it takes strong mental conviction to focus on the message and not these other things that nag at me.
After taking the Listening Style Inventory assessment at the end of the article, I found that I am a passive listener. Reading the description of the passive listener was like re-discovering who I am. I realized and agreed that I exhibit these behaviors when participating in the listening process. I get talked “at” and absorb the information without really participating as an equal piece of the communication equation. I do not show much enthusiasm or energy for reciprocating responses and I assume that the weight and responsibility of the communication is upon the sender. The fault is mine, as I am coming to understand now. I have had a tendency to blame communication errors on others instead of myself, which is unacceptable. I think in my work life I tend to tune a lot of things out. I am so saturated by external stimuli that I often feel overwhelmed and I just want to unplug. I sometimes have personal or family problems that interfere with my ability to communicate with customers (especially irate ones) or my boss or co-workers. I think my passive listening behavior has been acquired through a process of exposure to call center environments. Customer service reps are often talked “at” by the customers who voice their problems, concerns, questions, etc. but all directed to the company and not the individual rep. In addition, customer service reps are taught to let go, do not become emotionally involved, let the bad calls wash off of you, move on to the next call with the same bright attitude, keep smiling, don’t become attached and so on and so forth. I have worked the past seven years in call centers. I ask myself, is it any wonder I am a passive listener?
I think technology is great and the advances we have made as a species is absolutely incredible. However, I do not necessarily think it has helped improve communication among people. Yes, it may be easier and more convenient now. We can write emails, chat online, visit blogs, use web cameras and video conferences, and talk on the phone and text message. Yes, we can reach people all over the globe which would have never been possible without these advances in communication technology. However, at what cost and degradation to the message must we endure when we chose to communicate through these methods? Having a relationship with someone through even the best of these technologies is nowhere near the type of relationship or bond that two people can form when they are physically together. There is so much more to communication than just words. There are thoughts, feelings, emotions, all of which are best communicated through body language and subtle cues that come natural to us.
I think for global cultures to successfully communicate, it will take shear desire to truly understand one another as well as a lot of determination and effort. So many people are closed minded and unwilling to put themselves in another’s shoes, or try to see another’s viewpoint. It is sad and shameful that we allow ourselves to shut out those things which could influence us to grow as a human being and as a species.
Tuesday, February 17, 2009
First Week
Hello Everyone!
I am excited about our first week of class! I hope that we learn and grow together, not just as classmates but as life long friends and companions. I don't know the specific reasons why each of you has chosen to continue your education, but I know that in the hearts of each one of you, something inside you challenged you and tempted your desire to move forward. I think that deserves an applause and I think we all should be proud of one another for making that choice.
In case your wondering...here is MY story:
I am a "free-lance" graphic designer. (kinda-sorta) I have always been artistic and I have won numerous art awards and briefly attended CCAD (non-collegiate level). You could say my passion is creative design. I love drawing, I love communicating ideas through various artistic mediums/expressions. I am not the best, but I do put my heart into it. Starting my own free lance design company has been harder than I thought, and quiet frankly, the economy has made it nearly impossible for me to solicit or sell my services. I am struggling and hoping one day someone notices my talent and yanks me into an exciting career. Until than, I design for fun and I have had the pivilidge of working for a few local clients.
I am a mother of three girls. (a minature, a pint-size and a half size) Yes they are all girls, so you can imagine the drama that comes with my life! I have a wonderful husband who is supportive of all my crazy and spontaneous ideas.
Recreational wise...I like to bike ride (the kind you actually pedal with). In the summer I will travel to the applacian mountains and go on 30 mile bike trips. I like working out and staying physically fit. I love being outdoors. I am a wine and eclectic food finatic! I love snow boarding (and drinking at the lodge afterwards). I like reading (fiction and non-fiction) I like writing poetry, short stories and of course...I like drawing and painting.
I wish each of you the best success!
I
I am excited about our first week of class! I hope that we learn and grow together, not just as classmates but as life long friends and companions. I don't know the specific reasons why each of you has chosen to continue your education, but I know that in the hearts of each one of you, something inside you challenged you and tempted your desire to move forward. I think that deserves an applause and I think we all should be proud of one another for making that choice.
In case your wondering...here is MY story:
I am a "free-lance" graphic designer. (kinda-sorta) I have always been artistic and I have won numerous art awards and briefly attended CCAD (non-collegiate level). You could say my passion is creative design. I love drawing, I love communicating ideas through various artistic mediums/expressions. I am not the best, but I do put my heart into it. Starting my own free lance design company has been harder than I thought, and quiet frankly, the economy has made it nearly impossible for me to solicit or sell my services. I am struggling and hoping one day someone notices my talent and yanks me into an exciting career. Until than, I design for fun and I have had the pivilidge of working for a few local clients.
I am a mother of three girls. (a minature, a pint-size and a half size) Yes they are all girls, so you can imagine the drama that comes with my life! I have a wonderful husband who is supportive of all my crazy and spontaneous ideas.
Recreational wise...I like to bike ride (the kind you actually pedal with). In the summer I will travel to the applacian mountains and go on 30 mile bike trips. I like working out and staying physically fit. I love being outdoors. I am a wine and eclectic food finatic! I love snow boarding (and drinking at the lodge afterwards). I like reading (fiction and non-fiction) I like writing poetry, short stories and of course...I like drawing and painting.
I wish each of you the best success!
I
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