计划行为理论

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Icek Ajzen（1985,1991）提出的计划行为理论（Theory of Planned Behavior，TPB）能够帮助我们理解人是如何改变自己的行为模式的。 TPB认为人的行为是经过深思熟虑的计划的结果。

TPB是Ajzen和Fishbein（1975,1980）共同提出的理性行为理论（Theory of Reasoned Action，TRA）的继承者， 因为Ajzen研究发现，人的行为并不是百分百地出于自愿，而是处在控制之下， 因此，他將TRA予以擴充，增加了一项对自我“行为控制认知”（Perceived Behavior Control）的新概念， 从而发展成为新的行为理论研究模式——计划行为理论（Theory of Planned Behavior， TPB）。

计划行为理论的三项考量

根据TPB，人的行为模式受到三项内在因素影响：

1. 个人行为态度（Behaviroal Beliefs）。 个人对自己行为可能出现的结果的一种看法和观点。

2. 主观性规范（Normative Beliefs）。 对他人的标准化行为模式的主观性感知。

3. 行为控制认知（Control Beliefs）。 对于促进或阻碍行为效果的相关因素的认知。

当人们身处具体的工作环境或项目计划中，需要对行为做出改变时，以上三个方面的考量至关重要。

在三个考量的各自范畴内，行为态度的考量会使人产生对待行为的正面的或负面的态度，行为规范性的考量会使人感受到周遭的社会压力，行为控制因素的考量则会导致人的实际行为控制度的上升。 此三项因素的综合则构成了人的行为意向（Behavioral Intention）。 作为一般性的法则，如果个人行为态度和主观性规范是正向的、积极的，那么个人对该行为认定的实际控制就会愈多，采取该行为的意向将愈强。

过去行为的余效影响

2002年，Ajzen对过去行为对后继行为的余效影响（Residual Effects）进行了调查研究。 他得出结论：余效影响确实存在，但不能够由此得出习惯化行为（Habituation）的结论，如许多其他学者认为的那样。 有证据显示，当行为意向与具体行为和谐一致的时候，余效影响是微弱的。 而且，当行为意向非常强壮、个人预想现实可靠的时候，且已制定了执行行为意向的具体方案，余效影响将会消失。

旅游行业的一个研究项目证明，过去的旅行经验对未来旅游活动的影响，只发生于外部环境保持相对稳定的时候。

运用： TPB帮助解释为什么充斥大量信息的广告战不灵验， 如此的广告宣传只能够提高消费者关于产品的知识，却无助于大幅度改变消费者行为。 只有那些致力于改变消费者态度和对对标准的感知，以及控制消费者购买行为变化的广告，才会产生较好的广告效果。

同样，在管理方面，那些将重点放在解释某某重要性上的项目（意在知识转变）也不可能取得成功， 相反，应该关注于员工的行为态度、主观性标准以及行为控制认知，使员工产生内在的变革意向。

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

论坛 人类行为论坛。 开始一个新的论坛主题 分享您的知识或提出问题   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条评论 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条评论 How to Apply TPB Theory in Marketing? I'm not familiar with the theory here, but am wondering how its principles apply to marketing in the case where you are at a competitive disadvantage, and want to change your customer's behavior so th... 11   2条评论 'Behaviourist' Management Theory? What is meant by: 'Behaviourist Management Theory'? 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I'm thinking to start with 1- knowing the organization vision and make its organizational chart that meets that vision.... 3   4条评论 Decomposed Theory of Planned Behavior I heard that there exist an extended version of the Theory of Planned Behavior (TPB) in the literature. The name is: Decomposed Theory of Planned Behavior or DTPB. I really want to know the decomposed... 3   1条评论 Applying the Theory of Planned Behavior to Perception I would like to know if Ajzen's TPB can be applied to measure perception. If it is positive, what is the argument that Ajzen's TPB can be used to measure perception? If it is negative, why c... 3   Theory of Planned Behavior and Dealing with Obstacles to Change Some of the biggest obstacles to change initiatives are fear of the unknown and safety in the known. 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How many of us are having the opportunity to plan our behaviour, or time for it?... 2   4条评论 Planned Behaviour is based on REACT Method Planned Behaviour is a pattern based on the REACT method which is more significant on planned method, whereas Resources, Environment, Attitude, Concentration and Timing and really two processes based ... 2   3条评论 Is Planned Behavior Theory Still Valid? I�m not sure about how much are important different behavioral theories in the present world in which all behavior concepts are changing dramatically, due to the special freedom given by modern media,... 1   3条评论 Planned Group Behaviour? I wonder how dealing with group behaviour is different from individual change behaviour? There is an 'energy' in groups which is capable of captivating an individual and bringing that individual ... 1   2条评论 Theory of Planned Behavior and Unsportsmanlike Conduct I am making a study regarding predicting unsportsmanlike conduct. 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最佳实践 关于人类行为的最高评价的讨论主题。在这里你会找到最有价值的思路和切实可行的建议。 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条评论 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条评论 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条评论

专家提示 关于Human Behavior（英语）的高级见解。在这里，您将找到专家的专业建议。 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...

信息来源 有关人类行为的各种信息来源。在这里，您将找到Powerpoint，视频，新闻等可用于您自己的讲座和讲习班。 Attitudes: Definition, Functions, Models and Application to Business and Marketing Attitudes This presentation elaborates on the concept and models related to attitudes, including the following sections: 1. What ... Attitude, Motivation and Persuasion Persuasion Theory, Managing Behavior This presentation by S.J. Grant is about attitudes, motivation and how affects persuasion. The following sections are in... Introduction to the Theory of Planned Behaviour Understanding the Roles our Beliefs are Playing in our Behavior Explanation of the Essence of the Theory of Planned Behaviour (TPB), which sees intention as the predictor of behavior. ... The Importance of Adapting to Change Change Management, Need to Change, Change Management Dave Weber reveals that Charles Darwin never said that the strongest of the species survives. What he actually said was... Theory of Planned Behavior Diagram Human Behavior Download and edit the 12manage PowerPoint model for limited personal, educational and business use. Republishing in int...

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