Essay On Social Influence Theory
The theory of planned behavior’s (TPB) goal is to explain human behavior by linking beliefs and behavior (Ajzen, 1991). It is an extension of the theory of reasoned action /c, as the theory of reasoned action failed to predict behavior, in which people did not have complete control over their decision. The central factor of the TPB is the intention. Intention describes the step between being motivated for something and doing something. Intention has been proven to be a good indicator of actual behavior /C Thus, intention captures all motivational factors and passes the effect onto the behavior.
There are three motivational factors influencing intention. First, there is the perceived behavioral control. This factor describes how easy or difficult …show more content…
it is to perform the behavior on a subjective level. The second item is attitude towards behavior. Attitude captures if the person perceives the behavior to be positive or negative. Subjective norm is the last factor and describes the amount of pressure from others, who are important for the person, to perform this behavior.
2.3.1 Theory of Goal-Directed Behavior
Figure 4: Theory of goal-directed behavior (adapted from (Bagozzi & Perugini, 2001))
Bagozzi and Perugini (2001) proposed several additions to the TPB to further improve it. They added positive and negative anticipated emotions and past behavior as additional influences besides the traditional elements.
Anticipated emotions capture the evaluation of the behavior in a more dynamic way than attitude, which is more constant.
Past behavior integrates both frequency and recency of past behaviors.
This is thought to influence we-intention, as it serves as an indicator if the action is not only desired but also put in execution.
They also added the mediator desire to explain how one gets from motivation to intention (Bratman, Israel, & Pollack, 1988). Desires transform the influences of positive anticipated emotions, attitude et cetera into reasons to act. Thus, desires act as the closest determinant of intentions and includes the motivational content needed.
2.3.2 Social Influence Theory
The Social Influence Theory by Kelman (1958) is looking into how the behavior changes by communicating with others. He identifies three processes called Compliance, Identification and Internalization.
Compliance means that one accepts the influence from others because one hopes to get a positive reaction from others. He adopts the behavior to gain rewards, even though he does not believe in the behavior. The measurement for this is Subjective Norm, where one has to estimate the evaluation of the behavior from other important individuals from one’s life.
Identification happens, when one accepts the influence to build or maintain relationships with the group. The behavior which was adapted is not important, even though one believes that this behavior is
right.
The process of internalization is started, when one adopts the behavior because it is intrinsically rewarding.
There are three motivational factors influencing intention. First, there is the perceived behavioral control. This factor describes how easy or difficult …show more content…
it is to perform the behavior on a subjective level. The second item is attitude towards behavior. Attitude captures if the person perceives the behavior to be positive or negative. Subjective norm is the last factor and describes the amount of pressure from others, who are important for the person, to perform this behavior.
2.3.1 Theory of Goal-Directed Behavior
Figure 4: Theory of goal-directed behavior (adapted from (Bagozzi & Perugini, 2001))
Bagozzi and Perugini (2001) proposed several additions to the TPB to further improve it. They added positive and negative anticipated emotions and past behavior as additional influences besides the traditional elements.
Anticipated emotions capture the evaluation of the behavior in a more dynamic way than attitude, which is more constant.
Past behavior integrates both frequency and recency of past behaviors.
This is thought to influence we-intention, as it serves as an indicator if the action is not only desired but also put in execution.
They also added the mediator desire to explain how one gets from motivation to intention (Bratman, Israel, & Pollack, 1988). Desires transform the influences of positive anticipated emotions, attitude et cetera into reasons to act. Thus, desires act as the closest determinant of intentions and includes the motivational content needed.
2.3.2 Social Influence Theory
The Social Influence Theory by Kelman (1958) is looking into how the behavior changes by communicating with others. He identifies three processes called Compliance, Identification and Internalization.
Compliance means that one accepts the influence from others because one hopes to get a positive reaction from others. He adopts the behavior to gain rewards, even though he does not believe in the behavior. The measurement for this is Subjective Norm, where one has to estimate the evaluation of the behavior from other important individuals from one’s life.
Identification happens, when one accepts the influence to build or maintain relationships with the group. The behavior which was adapted is not important, even though one believes that this behavior is
right.
The process of internalization is started, when one adopts the behavior because it is intrinsically rewarding.