Civil conflict has grown in Thailand since the year 2010 after anti-government or the red-shirt protestors did the street demonstration in Bangkok and rivals threatened to take matters into their own hands. For economy suffering, concern is growing about the impact on businesses and the economy, with consumer confidence flagging and the tourist industry suffering, especially in the capital.
Political conflict and business minds are the key issue in this study. The Theory of Reasoned Action is a model that finds its origins in the field of social psychology. This model is defined the links between beliefs, attitudes, norms, intentions, and behaviors of individuals. Regarding to the business people attitude and expression, this theory is used for supporting the interview results. For business disruption, business people were affected by the political conflict. Therefore they had to find the solution for enduring their own business. Some activated business continuity plan, business backup plan whereas others used personal solution to eliminate the impact.
These research findings are focus on the emotion and attitude of the business people in the main protest area. In addition, this study observed their reactions to the terrible situation. The result was described by 30 interviews of business people in the main protest area. In conclusion, when conflict starts, it affected directly to impact, emotion and attitude. Thought and influence is moderator to change people’s attitude. The emotion and attitude affected to resolutions, plans and solutions.

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