The MOC literature has often raised the concern that what people say may
not be what they “think” (see Eden 1992). Further, what is thought and perhaps
said is often not a good predictor of behavior. Johnson suggests two reasons why
researchers are often frustrated by weak links between their attempts to represent
cognition and their ability to understand and predict surrounding behavior. The first
is a curious inattention to emotion which, until recently, has not been researched in
the general management literature or in more specific work on managerial cognition
(an exception can be found in research reported by Daniels 1998).
Interestingly, in the first few decades, much of the research in our