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Image Theory - Theoretical and Empirical Foundations (Paperback)
Loot Price: R2,198
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Image Theory - Theoretical and Empirical Foundations (Paperback)
Series: Organization and Management Series
Expected to ship within 12 - 17 working days
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Decision making plays a major role in virtually every theory of
organizational behavior. However, decision theory has not provided
organizational theorists with useful descriptions of how decisions
are made, either by individuals or by individuals in organizations.
The earliest offering came from economics in the form of the
"normative" rational view of decision making. The underlying
presumption was that decision makers are all striving to maximize
return or minimize loss, that decisions are based upon unlimited
information, and that they have the capacity to use the information
efficiently. They know the options open to them and the
consequences of pursuing one or another of those options. The
optimal course of action is revealed by applying the appropriate
analysis and choosing the most profitable option. The key concepts
are rationality, analysis, orderliness, and maximization, and even
a moment's thought demonstrates the gap between these concepts and
real-life experience. From the viewpoint of organizational theory,
the primary problem with the normative view of decision making, and
by analogy with much behavioral decision research, is its reliance
on the "gamble metaphor." That is, decisions are characterized as
gambles in an effort to capture the inherent risk. This metaphor
has the advantage of simplicity, but it is a flawed simplicity.
This book is about a different kind of behavioral theory -- image
theory. It is a psychological theory of decision making that
abandons the gamble metaphor and the normative logic that the
metaphor supports. Instead it sees decision making as guided by the
beliefs and values that the decision maker, or a community of
decision makers, holds to be relevant to the decision at hand.
These beliefs and values dictate the goals of the decision. The
point is to craft a course of action that will achieve these goals
without interfering with the pursuit of other goals. The book
begins with an overview of image theory that outlines the basic
concepts of the theory and a little of its history. The next two
parts correspond to the theory's two decision mechanisms, the
compatibility test and the profitability test. The final section
contains extensions and developments of the theory as well as
cognate ideas that have their basis in the theory. This book's
purpose is to provide -- in one place -- the theoretical and
empirical work that has been done up to now and to suggest
directions for future work.
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