Image theory (1996) was regarded as a definitive work by Lee Roy Beach (as cited in Lumsden et al., 2010, p.191). There are three images (mental pictures) utilized to make decisions and they are: Principle images Goal images Strategic images Read Getting the Picture Right Leads to Better Decisions, Box 8.1, from the textbook. The image of a goal might be different and more complex than a goal statement. What examples of (personal, professional, and/or academic) goal images can you identify from a decision that you made? What image might you have compared your options to? How did this ultimately affect you and others (if it was part of the decision-making process)?
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Image Theory in Decision Making Process
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Lee Roy Beach
Image Theory in Decision Making Process
The image theory asserts that the individual images of values, goals and the plans to achieve the goals are critical in decision making. According to (Lumsden, Lumsden & Wiethoff, 2010) the three images used in decision making are principle, goal and strategic images. As laid down in the image theory, I have often used mental images in making important professional and personal decisions. One example of an important decision that I ha
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ve made using the image theory occurred when I needed to decide on whether to take a part-time job or fully concentrate on my studies. The decision was influenced by goal images that included gaining job experience and having the best grades. In making the decision, I compared by options with my goal and strategy images. It has often been my goal to work hard to ensure I get the best grades possible. In order to achieve this, I have invested a lot of commitment and dedication to my studies. The decision making process is often aligned with my goal and the strategy that I have adopted in order to meet the desired goals. In making decision, I had to examine how it would impact on the achievement of my goals and the possible alteration that accepting the local job would impact on my strategy to achieve the set goals. The impact of the use of image theory was that it not only influenced the decision to concentrate on my studies, but it also allowed me to examine the options and make the best decision to pursue. At the end, I decided against pursuing the local job in order to concentrate on my education since accepting the job would be against my…………………Lee Roy Beach…………………………………………………………………………………
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