Our study on “THE EFFECT OF KNOWLEDGE VISUALIZATION ON ATTITUDE: SCALE DEVELOPMENT AND APPLICATION IN EUROPE AND CHINA”,has been accepted for presentation at the International Conference on Communication, Media, Technology and Design.
I conducted this study with Prof. Jianxin Ge and Yaru Niu (Sharon) of the Central University of Finance and Economics of Beijing, China.
This is the presentation of the study which I will give next Friday April 25th at 9am in Hall 2
Visual representations of information can offer several benefits compared to textual communication: this study examines the effect of knowledge visualization, compared to a textual control condition, on attitude toward the content, specifically a company strategy. A scale of attitude for this specific context has been developed and tested in Europe and China. The study outcome provides a parsimonious and effective tripartite scale of attitude with cognitive, affective and behavioral components. The scale is then applied to a different sample to test the effect of visual mapping on attitude toward the content, and to test for the moderating effect of culture (Europe and China). The results of the experiment show that subjects exposed to the visual conditions had a significant more positive affective and cognitive attitude toward the content.