Performance feedback, aspiration level, risk posture, and their measurement scale

Diego Torquato Ubaldine; André Gustavo Carvalho Machado

doi:10.5585/2025.28075

Authors

Diego Torquato Ubaldine Universidade Federal da Paraíba (UFPB), Programa de Pós-Graduação em Administração (PPGA), Centro de Ciências Sociais Aplicadas, João Pessoa, Paraíba, Brasil https://orcid.org/0000-0003-2942-6577
André Gustavo Carvalho Machado Universidade Federal da Paraíba (UFPB), Programa de Pós-Graduação em Administração (PPGA), Centro de Ciências Sociais Aplicadas, João Pessoa, Paraíba, Brasil https://orcid.org/0000-0002-0589-896X

DOI:

https://doi.org/10.5585/2025.28075

Keywords:

behavioral strategy, measurement scales, behavioral theory of the firm, scale validation, psychometrics

Abstract

Objective: The objective of this research is to develop measurement scales for the constructs Perception of Performance Feedback, Aspiration Level, and Risk Posture, which are of interest to the field of behavioral strategy but lack validated scales.

Methodology / approach: The study employs classical measurement theory methodologies, including face validity, content validity, preliminary exploratory analysis, correlation analysis, exploratory factor analysis, reliability analysis, and confirmatory factor analysis to develop the scales.

Originality / Relevance: The study fills a significant theoretical gap in the behavioral theory of the firm by developing specific and validated scales for key constructs. This addresses the limitation of relying on organizational indicators that may not accurately reflect decision makers' intentions.

Main results: This study develops and validates reliable scales for the constructs Perception of Performance Feedback, Aspiration Level, and Risk Posture, thereby enhancing the precision of behavioral strategy research.

Theoretical / methodological contributions: The validated scales provide robust tools for measuring key constructs, enabling more accurate investigations into decision-making mechanisms within the field of behavioral strategy. These scales facilitate the examination of individual-level factors influencing managerial decisions.

Social / management contributions: The development of these scales offers potential for improved understanding of managerial behavior, contributing to more effective strategic decision-making in organizations.

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Author Biographies

Diego Torquato Ubaldine, Universidade Federal da Paraíba (UFPB), Programa de Pós-Graduação em Administração (PPGA), Centro de Ciências Sociais Aplicadas, João Pessoa, Paraíba, Brasil

Data scientist, researcher, and business consultant with a multidisciplinary background in Economics, Production Engineering, and Business Administration. Holds a Master’s degree from UFPB, where he developed a mathematical model for optimizing logistics costs in road construction projects. Earned a PhD in Business Administration from UFPB (2022), with research focused on adaptive aspirations and the relationship between performance, goals, and risk. Holds a specialization in financial management (FGV) and completed advanced training in data science (Mesttra). Works at the intersection of data analysis, organizational strategy, and applied innovation.

André Gustavo Carvalho Machado, Universidade Federal da Paraíba (UFPB), Programa de Pós-Graduação em Administração (PPGA), Centro de Ciências Sociais Aplicadas, João Pessoa, Paraíba, Brasil

Bachelor’s degree in Electrical Engineering, Master’s in Production Engineering, and PhD in Business Administration. Full Professor in the Department of Business Administration at the Federal University of Paraíba (UFPB), Permanent Faculty Member of the Graduate Program in Business Administration (PPGA/UFPB), and Collaborating Professor in the Graduate Program in Administration and Development at the Federal Rural University of Pernambuco (PPAD/UFRPE).

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