عنوان انگلیسی مقاله:

Using emotional persuasion for changing attitudes towards entrepreneurship: An interpersonal perspective

ترجمه عنوان مقاله: چشم انداز فردی: استفاده از ترغیب عاطفی برای تغییر نگرش نسبت به کارآفرینی

رشته: کارآفرینی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 5 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Can a person’s emotional expressions, influence attitudes towards entrepreneurship of individuals who observe those expressions* One hundred and seventy nine participants were assigned to watch a short film conveying positive affect about business startup, a short film conveying both positive and negative affect and a short film with no affect. Participants completed attitude measures before watching, and after watching the films. Controlling for the effects of individual differences and film characteristics, results showed that individuals in the positive affect group had more favorable attitudes towards entrepreneurship, after watching the short film, unlike their mixed affect or control group counterparts.

Keywords: Emotional persuasion, Entrepreneurship, Attitudes, Anticipated affect

مقدمه مقاله

In the entrepreneurship literature, the importance of entrepreneurial intentions as antecedents to planned behavior (such as starting a new venture) has been emphasized (Bird, 1988; Linan and Chen, 2009). Consistent with this, various entrepreneurial intention models have been proposed. As an alternative to the personality theories, the attitude approach (Robinson et al., 1991) has become widely used, with Ajzen’s theory of planned behavior (TPB) (Ajzen, 1991) being one of the most often used theoretical frameworks for the prediction of the intention to found an enterprise (Krueger et al., 2000; Schlaegel and Koenig, 2014). Briefly, the TPB postulates that an individual is motivated to perform a particular behavior (intention-INT) to the extent that she expects to have control over performing that behavior (perceived behavioral control-PBC), has a positive attitude toward that behavior (ATT) and a perceived social pressure to perform the behavior (subjective norm-SN) (Krueger et al., 2000; Linan and Chen, 2009; Schlaegel and Koenig, 2014).

When the TPB is applied to entrepreneurship, there is wide recognition that attitudes towards entrepreneurship represent one of the main antecedents of entrepreneurial intent explaining a significant amount of the variance in entrepreneurial intentions (Autio et al., 2001; Schlaegel and Koenig, 2014). As such, increasing attitudes towards entrepreneurship (i.e., increasing the attractiveness of astarting one’s own business) has a direct impact on entrepreneurial intentions. Moreover, attitudes are considered relatively less stable than personality traits, and can change both across time and across situations through interactive processes with the environment (Bohner and Dickel, 2011). Although attitudes are open to change, existing research concerning the change of attitudes towards entrepreneurship (i.e., through entrepreneurship education) provides inconclusive results (Bae et al., 2014).

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