Project affinity: the role of emotional attachment in construction projects

Although a wide range of human and organizational factors have been found to be important in the operation of projects, those determined by cultural variables are less well defined. One such influence concerns the notion of 'project affinity', the commitment and attachment by stakeholders and participants to projects and their outcomes. The temporal nature and transient involvement context provided by construction projects arguably presents a climate in which many participants are less likely to display commitment to its goals. This note is concerned with the issue of whether an attachment to a project's goals or to the completed product can lead to improved commitment among those involved. The concept of project affinity was developed in the course of a case study investigation in which operatives' attitudes towards the construction of a cancer research facility were explored. Because of the contribution of the facility to the future care of cancer sufferers, the concept of project affinity proved helpful in understanding a factor that appeared to be influencing the commitment of those involved. The results suggest a complementary concept to that of 'project chemistry' (c.f. Nicolini, 2002).