From Analysis to Evaluation: Brand Management and the Future of I-O Psychology

Abstract

Aguinis et al. (2017) address an issue of upmost importance for the field of industrial-organizational (I-O) psychology: recruitment. The ability to attract and retain talented individuals is a principle determinant of success in a knowledge-driven economy (Yu & Cable, 2012). The focal article notes that future practitioners and researchers are commonly exposed to the field of I-O psychology for the first time via introductory courses taken during their undergraduate education. A study by Rose et al. (2014) likewise suggests that introductory courses are among the most popular channels through which business and human resource professionals learn about I-O psychology. Consequently, the information communicated in these courses not only shapes the beliefs and behaviors of those who might one day produce/provide the goods/services of I-O psychology, but also those who might consume them. Introductory courses are, therefore, both an important recruitment source as well as an important marketing channel. Aguinis et al. provide a much-needed content analysis of the information communicated to students through introductory textbooks and offer insight into the ways in which this information may affect the future of I-O psychology. Building from their analysis of content, this commentary offers an approach to program evaluation that utilizes the principles of brand management to better understand how the messages communicated to students impact their beliefs about the field. Moving from analysis to evaluation is a logical next step in making a desired future for I-O psychology.