Simulation and attitude change: evolving the research model

In this study the “Winning At Design Automation” (WADA) simulation was created and used in corporate training classes. The organizational culture of a high tech firm was studied to record employee attitudes and beliefs. Statements made in interviews were used to construct a questionnaire to measure attitudes. The interview data and senior management´s expressed ideals for the culture were used to construct a simulation with the goal of inducing attitude change toward the ideals. A control group of 42 employees, and 97 of the 122 who played the simulation completed a questionnaire before and after the simulation classes. There was significant, extensive attitude change in the treatment groups. Hypotheses about causal links between simulation structure, participant cognitive style, role identification and attitude change are reported