Evolution of commitment theory: global approaches

Yurii Kiiko

Evolution of commitment theory: global approaches

Yurii Kiiko

Abstract

Commitment is a fundamental aspect of interpersonal relationships that is actively studied across various fields of psychology. This article explores the origins of the phenomenon of commitment within different scientific psychological paradigms, specifically: general psychology, organizational psychology, and economic psychology. Through a theoretical analysis of relevant literature, we compare how these disciplines conceptualize the phenomenon of commitment. In the general psychological perspective, the subjects and objects of study are individuals or groups, with commitment manifesting as either unilateral or reciprocal. In contrast, organizational and economic psychology focus primarily on individuals or groups as subjects, while the objects include economic organizations, their divisions, trademarks, goods, services, consumer habits, and ideas. Commitment plays a crucial role in stabilizing interpersonal relationships, enabling individuals to be predictable for one another and fulfill their responsibilities even when faced with better alternatives or challenging circumstances. In organizational psychology, commitment contributes to employees' positive attitudes toward their employers (organization), reduces staff turnover, and can enhance the efficiency of an organization's economic activities. While the classical concept of commitment is rarely employed in economic psychology and behavioral economics, the term is often applied to brands, companies, products, and services. This interpretation is viewed as a critical factor in establishing long-term, mutually beneficial relationships between economic entities. The article underscores the significance of examining commitment from various psychological perspectives to develop effective strategies for managing interpersonal relationships. Additionally, it considers avenues for future research, including the exploration of cross-cultural differences in commitment formation mechanisms, the stages and characteristics of developing a sense of commitment throughout a person’s ontological development, as well as the relationships, similarities, and differences in the commitment and loyalty of customers across various organizations in their consumer behavior.

Keywords

loyalty; commitment; interpersonal relations; consumers; employee satisfaction

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References

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