Gepland Gedragtheorie

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De Theorie van Gepland Gedrag (TGG) van Icek Ajzen (1985, 1991) helpt om te begrijpen hoe wij het gedrag van mensen kunnen veranderen. TGG is een theorie die weloverwogen gedrag voorspelt, omdat gedrag kan worden gepland.

TGG is de opvolger van de gelijksoortige Theory of Reasoned Action (Theorie van Beredeneerde Actie) van Ajzen en Fishbein (1975, 1980). De successie was het resultaat van de ontdekking dat gedrag niet 100% vrijwillig en onder controle bleek te zijn. Dit resulteerde in de toevoeging van gepercipieerde gedragscontrole. Met deze toevoeging werd de theorie de Theorie van Gepland Gedrag genoemd.

De drie overwegingen van de Theorie van Gepland Gedrag

In het kort, volgens TGG, wordt menselijke actie geleid door drie soorten van overwegingen:

1. Gedragsovertuigingen. Dit zijn overtuigingen over de waarschijnlijke gevolgen van het gedrag.

2. Normatieve Overtuigingen. Dit zijn overtuigingen over de normatieve verwachtingen van anderen.

3. Controle Overtuigingen. Dit zijn overtuigingen over de aanwezigheid van factoren die de prestatie van het gedrag kunnen faciliteren, of kunnen belemmeren.

De drie overwegingen van Ajzen zijn cruciaal in omstandigheden / projecten / programma's waarin het gedrag van mensen moet worden veranderd.

In hun respectieve aggregaties, produceren gedragsovertuigingen een gunstige of ongunstige houding ten opzichte van het gedrag, normatieve overtuigingen resulteren in gepercipieerde sociale druk of subjectieve normen, en controle overtuigingen leiden tot gepercipieerde gedragscontrole. In combinatie, leiden de houding ten opzichte van het gedrag, de subjectieve norm, en de perceptie van gedragscontrole, tot de vorming van een gedragsintentie. Als algemene regel, als de houding en de subjectieve norm gunstiger zijn, zal de waargenomen controle groter zijn, en de bedoeling van de persoon zou om het gedrag uit te voeren in kwestie sterker moeten zijn.

Resterende Gevolgen van vroeger op later Gedrag

Onlangs (2002), onderzocht Ajzen resterende gevolgen van vroeger op recenter gedrag. Hij kwam tot de conclusie dat deze factor inderdaad bestaat, maar niet kan worden toegeschreven aan gewenning, zoals vele mensen denken. Een evaluatie van bestaand bewijsmateriaal suggereert dat het resterende effect van afgelopen gedrag minder groot is, als de metingen van de intentie en het gedrag compatibel zijn. En het effect verdwijnt wanneer de bedoelingen sterk zijn en en goed gevormd, verwachtingen realistisch zijn, en specifieke plannen voor implementatie van de intentie zijn ontwikkeld.

Een onderzoeksproject in de reisindustrie resulteerde in de conclusie dat de vorige reiskeus slechts bijdraagt tot de voorspelling van later gedrag als de omstandigheden vrij stabiel blijven.

Voorbeeld: De Theorie van Gepland Gedrag van Ajzen kan helpen te verklaren waarom reclamecampagnes die slechts informatie verstrekken niet werken. Alleen kennis verhogen helpt niet veel om het gedrag te veranderen. Campagnes die zich richten op houdingen, gepercipieerde normen, en controle over het realiseren van de verandering of het kopen van bepaalde goederen, hebben betere resultaten.

Zo ook in management, zullen (verandererings)programma's die zich slechts richten op een verklaring van het belang van iets (kennisoverdracht) waarschijnlijk niet slagen. Eerder zou men mensen moeten overtuigen om hun intentie tot veranderen te veranderen, door veel aandacht aan hun houdingen, subjectieve normen en waargenomen gedragscontrole te geven.

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

Forum Forumdiscussies over de Theorie van Gepland Gedrag. Hieronder kunt u een vraag stellen over dit onderwerp, uw ervaringen delen, een nieuwe ontwikkeling melden, of iets toelichten. Begin een nieuw onderwerp over Theorie van Gepland Gedrag Deel hier uw kennis (of stel een vraag)   Theory of Planned Behavior and Maslow I have read some of the remarks here and am now wondering how TPB relates to Maslow's Hierarchy of Needs. Any ideas on this?... 15   2 reacties Moving from Self-Awareness to Self-Management to Self-Improvement Why quit smoking is so difficult although most smokers are aware of its impact on health and well-being? Why we keep doing things that we know may not be appropriate or helpful? This is because knowin... 12   4 reacties How to Apply TPB Theory in Marketing? 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Best Practices De best beoordeelde onderwerpen over de Theorie van Gepland Gedrag. Hier vindt u de meest waardevolle ideeën en praktische suggesties. POSITIVE Change Motivators Attempting to change behavior based solely on information will not work. Many doctors try and fail to get their patients to make life-style changes (heart attack as example) solely on the facts and pr... 29   32 reacties How to Apply the Theory of Planned Behavior in Work Safety Safety in mining is of utmost importance and statistics show that the behaviour of people is part of the causes. How can I apply the TPB to help change the behaviour from unsafe to safe?... 8   5 reacties Are Beliefs and Attitudes a proxy for Behavior? I am studying nurses' attitudes and beliefs regarding open visitation in the adult ICU atmosphere. Several studies have measured nurses' beliefs and attitudes pre and post implementation of liberalize... 6   6 reacties

Expert Tips Geavanceerde inzichten over de Human Behavior (Engels). Hier vindt u professionele adviezen van deskundigen. Changing Habits / Attitudes of People Reframing Behavior In their article “That’s the Way We (Used to) Do Things Around Here” (strategy+business, Spring 2011, Issue 62), Jeffrey... Katz Functionalist Theory of Attitudes Consumer Attitudes, Customer Attitudes, Buying Behavior, Advertising Obtaining insights into attitudes of customers is important for organizations, because attitudes influence customer beha... Ineffective Behavior Analyzing Manager, Employee or Self Behavior There are many different forms or manifestations of ineffective behavior, such as - Finding it difficult to say 'no'. ... The Influence of the Perceived Justice Climate on Employee Behavior Employee Behavior, Theory of Planned Behavior, Behavioral Beliefs, Normative Beliefs Priesemuth et al. (2013) investigated the effects of group-level perceptions of the justice climate within an organizati... 4 Patterns of Behavior Behavior is not only based on Reasoning and Beliefs According to Ajzen, behavior is based on the way people consider and react to 3 beliefs. Implicitely Ajzen seems to assu...

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