Teoria do Comportamento Planeado

Centro de Conhecimento

O Theory of Planned Behavior (TPB) de Icek Ajzen (1985, 1991) ajuda compreender como nós podemos mudar o comportamento dos povos. O TPB é uma teoria que prediga o comportamento deliberado, porque o comportamento pode ser planeado.

TPB é o sucessor do Theory of Reasoned Action similar de Ajzen e de Fishbein (1975, 1980). A sucessão era o resultado da descoberta que o comportamento pareceu ser não 100% voluntário e sob o controle. Isto resultou na adição do controle behavioral percebido. Com esta adição a teoria foi chame o Theory of Planned Behavior.

As três considerações do Theory of Planned Behavior

No short, de acordo com TPB, a ação humana é guiada por três tipos das considerações:

1. Opinião Behavioral. Estas são opinião sobre as conseqüências prováveis do comportamento.

2. Opinião normativa. Estas são opinião sobre as expectativas normativas de outras.

3. Controle a opinião. Estas são opinião sobre a presença dos fatores que podem facilitar, ou podem impedir, o performance do comportamento.

As três considerações de Ajzen são cruciais nas circunstâncias/projetos/programas quando o comportamento dos povos necessita ser mudado.

Em seus agregados respectivos, o produto behavioral da opinião uma atitude favorável ou desfavorável para o comportamento, o resultado normativo da opinião na pressão social percebida ou na norma subjetiva, e a opinião do controle causam o controle behavioral percebido. Na combinação, a atitude para o comportamento, a norma subjetiva, e a percepção do controle behavioral, conduzem à formação de uma intenção behavioral. Em regra geral, se a atitude e a norma subjetiva forem mais favoráveis, o controle percebido será mais grande, e a intenção da pessoa executar o comportamento na pergunta deve ser mais forte.

Efeitos residuais de passado no comportamento mais atrasado

Recentemente (2002), Ajzen investigou efeitos residuais de passado em um comportamento mais atrasado. Veio à conclusão que este fator existe certamente, mas não pode ser descrito ao habituation, tal como muitos povos está pensando. Uma revisão de evidência existente sugere que o impacto residual do comportamento passado está atenuado, quando as medidas da intenção e do comportamento são compatíveis. E o impacto desaparece quando as intenções são fortes e dadas forma bem, expectativas é realístico, e as plantas específicas para a execução da intenção foram desenvolvidas.

Um projeto de pesquisa na indústria do curso resultou na conclusão que essa escolha passada do curso contribui somente à predição de um comportamento mais atrasado se as circunstâncias remanescerem relativamente estáveis.

Exemplo: O Theory of Planned Behavior de Ajzen pode ajudar explicar porque as campanhas anunciando que fornecem meramente a informação não trabalham. Aumentar somente o conhecimento não ajuda mudar muito muito o comportamento. As campanhas que visam atitudes, normas percebidas, e controle em fazer a mudança ou em comprar determinados bens, têm resultados melhores.

Similarmente na gerência, os programas (de mudança) que focalizam somente na explanação da importância de algo (transferência do conhecimento) provavelmente não sucederão. Rather um deve convencer povos mudar sua intenção mudar, dando muitos da atenção às atitudes, às normas subjetivas e ao controle percebido do comportamento.

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

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