計画的行動の理論

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Icek Ajzen (1985年、1991年)のTheory of Planned Behavior (TPB)は私達が人々の行動をいかにの変えてもいいか理解を助ける。 TPBは行動が計画することができるので、慎重な行動を予測する理論である。

TPBはAjzenおよびFishbein (1975年、1980年)の同じようなTheory of Reasoned Actionの後継者である。 連続は行動が自発的な、制御の下で100%ようでないこと発見の結果だった。 これは感知された行動制御の付加で起因した。 この付加によって理論はTheory of Planned Behaviorとと称された。

Theory of Planned Behaviorの3つの考察

つまり、TPBに従って、人間行為は3種類の考察につき導かれる:

1. 行動の確信。 これらは行動の本当らしい結果についての確信である。

2. 標準確信。 これらは他の標準予想についての確信である。

3. 制御確信。 これらは促進するかもしれないまたは行動のパフォーマンス妨害するかもしれない要因の存在についての確信。

Ajzenの3つの考察は人々の行動が変わる必要があるとき情況/プロジェクト/プログラムで重大である。

それぞれの総計では、行動の確信の農産物行動の方の好ましくか好ましくない態度、感知された社会的な圧力または主観的な標準の標準確信の結果、および制御確信は感知された行動制御をもたらす。 組合せでは、行動の方の態度、行動制御の主観的な標準および認識は行動の意思の形成を、もたらす。 態度および主観的な標準がより好ましければ一般に、感知された制御はより大きく、質問で行動を行う人の意思はより強いべきである。

より遅い行動の過去の残りの効果

最近(2002年)、Ajzenはより遅い行動の過去の残りの効果を調査した。 彼はこの要因が実際あるが来たり、多くの人々のようなhabituationに考えている、記述することができないという結論に。 既存の証拠の検討は意思および行動の手段が互換性があるとき過去の行動の残りの影響が減少する提案する。 そして影響は意思が強く、整っていると、予想である現実的消失し、意思の実施のための特定の計画は開発された。

旅行業の研究計画はその過去旅行選択がより遅い行動の予言に貢献する結論で情況が比較的安定している残ればその時だけ起因した。

例: AjzenのTheory of Planned Behaviorはただ情報を提供する広告キャンペーンがなぜの働かないか説明を助けることができる。 知識を高めることは行動を非常に変えるのを助けない。 変更を行なうか、またはある特定の商品を買うことの態度、感知された標準および制御に向けるキャンペーンに、よりよい決算、業績がある。

同様に経営に、何かの重要性の説明にだけ焦点を合わせるプログラムは(知識の移動)多分成功しない。 幾分1つは主観的な標準および感知された行動統制人々を態度に多くの注意を払うことによって、変わる彼らの意思を変えるように確信させるべきである。

本: Icek Ajzen， Martin Fishbein - Understanding Attitudes and Predicting Social Behavior

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