The Effects of Mission Statement Design on Behavioral Intention

The purpose of this study was to determine whether the length and readability of a mission statement contribute to stakeholder behavior regarding the mission statement. The majority of studies in the mission statement literature have not attempted to find an empirical link between mission statement...

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Bibliographic Details
Main Author West, Jonathan D
Format Dissertation
LanguageEnglish
Published ProQuest Dissertations & Theses 01.01.2016
Subjects
Attitudes
Biomedical engineering
Business administration
Communication
Corporate culture
Data collection
Decision making
Education
Employees
Hypotheses
Influence
Management
Management theory
Managers
Mass communications
Mission statements
Organizational behavior
Perceptions
Readability
Reading
Research methodology
Small & medium sized enterprises-SME
Small business
Stakeholders
Strategic planning
Success
Theory of planned behavior
Values
Variables
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Summary:The purpose of this study was to determine whether the length and readability of a mission statement contribute to stakeholder behavior regarding the mission statement. The majority of studies in the mission statement literature have not attempted to find an empirical link between mission statement design and employee behavior. This study employed a 2 (length: long v. short) x 2 (readability: low v high) post-test only factorial design to test the relationship between message design and beliefs about the mission statement. Students at a large southeastern university (n=212) were shown the one of four treatments and asked to report their reactions on a brief questionnaire. Results indicated a significant link between readability and beliefs about the functionality of the mission statement. Using the theory of planned behavior, the effects of readability on beliefs about the mission statement were shown to be linked to behavioral intention. The results of this study partially support the relationship between message characteristics of mission statements and the behavioral intention of employees, as well as supporting the TPB model.
ISBN:9781339713960
1339713969