https://www.hse.ru/data/816/479/1225/Oct%2019%20Cited%20%231%20Manage%20THE%20THEORY%20OF%20PLANNED%20BEHAVIOR.pdf

The theory of planned behavior

People in different cultures have strikingly different construals of the self, of others, and of the interdependence of the 2. These construals can influence, and in many cases determine, the very nature of individual experience, including cognition, emotion, and motivation. Many Asian cultures have distinct conceptions of individuality that insist on the fundamental relatedness of individuals to each other. The emphasis is on attending to others, fitting in, and harmonious interdependence with them. American culture neither assumes nor values such an overt connectedness among individuals. In contrast, individuals seek to maintain their independence from others by attending to the self and by discovering and expressing their unique inner attributes. As proposed herein, these construals are even more powerful than previously imagined. Theories of the self from both psychology and anthropology are integrated to define in detail the difference between a construal of the self as independent and a construal of the self as interdependent. Each of these divergent construals should have a set of specific consequences for cognition, emotion, and motivation; these consequences are proposed and relevant empirical literature is reviewed. Focusing on differences in self-construals enables apparently inconsistent empirical findings to be reconciled, and raises questions about what have been thought to be culture-free aspects of cognition, emotion, and motivation.

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Culture and the self: Implications for cognition, emotion, and motivation.

Publisher Summary This chapter addresses the universals in the content and structure of values, concentrating on the theoretical advances and empirical tests in 20 countries, and its four basic issues: substantive contents of human values; identification of comprehensive set of values; extent to which the meaning of particular values was equivalent for different groups of people; and how the relations among different values was structured. Substantial progress has been made toward resolving each of these issues. Ten motivationally distinct value types that were likely to be recognized within and across cultures and used to form value priorities were identified. Set of value types that was relatively comprehensive, encompassing virtually all the types of values to which individuals attribute at least moderate importance as criteria of evaluation was demonstrated. The evidence from 20 countries was assembled, showing that the meaning of the value types and most of the single values that constitute them was reasonably equivalent across most groups. Two basic dimensions that organize value systems into an integrated motivational structure with consistent value conflicts and compatibilities were discovered. By identifying universal aspects of value content and structure, the chapter has laid the foundations for investigating culture-specific aspects in the future.

Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries

Cooperation in organisms, whether bacteria or primates, has been a difficulty for evolutionary theory since Darwin. On the assumption that interactions between pairs of individuals occur on a probabilistic basis, a model is developed based on the concept of an evolutionarily stable strategy in the context of the Prisoner's Dilemma game. Deductions from the model, and the results of a computer tournament show how cooperation based on reciprocity can get started in an asocial world, can thrive while interacting with a wide range of other strategies, and can resist invasion once fully established. Potential applications include specific aspects of territoriality, mating, and disease.

The Evolution of Cooperation

Organizational commitment has been conceptualized and measured in various ways. The two studies reported here were conducted to test aspects of a three-component model of commitment which integrates these various conceptualizations. The affective component of organizational commitment, proposed by the model, refers to employees' emotional attachment to, identification with, and involvement in, the organization. The continuance component refers to commitment based on the costs that employees associate with leaving the organization. Finally, the normative component refers to employees' feelings of obligation to remain with the organization. In Study 1, scales were developed to measure these components. Relationships among the components of commitment and with variables considered their antecedents were examined in Study 2. Results of a canonical correlation analysis suggested that, as predicted by the model, the affective and continuance components of organizational commitment are empirically distinguishable constructs with different correlates. The affective and normative components, although distinguishable, appear to be somewhat related. The importance of differentiating the components of commitment, both in research and practice, is discussed.

The measurement and antecedents of affective, continuance and normative commitment to the organization

This article presents a theory of potentially universal aspects in the content of human values. Ten types of values are distinguished by their motivational goals. The theory also postulates a structure of relations among the value types, based on the conflicts and compatibilities experienced when pursuing them. This structure permits one to relate systems of value priorities, as an integrated whole, to other variables. A new values instrument, based on the theory and suitable for cross-cultural research, is described. Evidence relevant for assessing the theory, from 97 samples in 44 countries, is summarized. Relations of this approach to Rokeach's work on values and to other theories and research on value dimensions are discussed. Application of the approach to social issues is exemplified in the domains of politics and intergroup relations.

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Are There Universal Aspects in the Structure and Contents of Human Values

Publisher Summary Central to the theoretical model of personal normative influences on altruism presented in this chapter is the idea that altruistic behavior is causally influenced by feelings of moral obligation to act on one's personally held norms. Research supporting this central tenet of the model has demonstrated associations between personal norms and behavior rather than causal relations. These associations are partly causal because the associations appear primarily in the presence of personality conditions conducive to norm activation and are absent when personality conditions are conducive to deactivation, and attributes of personal norms (e.g., centrality, stability, and intensity) relate to altruism singly or in combination, in ways predicted when the causal impact of anticipated moral costs on behavior is assumed. Studies show that variations in situational conditions conducive to activation of moral obligation also influence the relationship between personal norms and behavior. There is ample evidence that variables that foster movement through the activation process—according to the theoretical model—are themselves related to altruistic behavior (e.g., seriousness of need and uniqueness of responsibility). The study of how personal norms are related to altruism is a part of a larger enterprise—the investigation of attitude–behavior relations in general.

Normative Influences on Altruism

We constructed a theory of the universal types of values as criteria by viewing values as cognitive representations of three universal requirements: (a) biological needs, (b) interactional requirements for interpersonal coordination, and (c) societal demands for group welfare and survival. From these requirements, we have derived and presented conceptual and operational definitions for eight motivational domains of values: enjoyment, security, social power, achievement, sehxiirection, prosocial, restrictive conformity, and maturity. In addition, we have mapped values according to the interests they serve (individualistic vs. collectivist) and the type of goal to which they refer (terminal vs. instrumental). We postulated that the structural organization of value systems reflects the degree to which giving high priority simultaneously to different values is motivationajly and practically feasible or contradictory. To test our theory, we performed smallest space analyses on ratings given by subjects from Israel (N = 455) and Germany (N = 331) of the importance of 36 Rokeach values as guiding principles in their lives. Partitioning of the obtained multidimensional space into regions revealed that people do indeed discriminate among values according to our a priori specifications of goal types, interests served, and motivational domains in both societies. Moreover, the motivational domains of values are organized dynamically in relation to one another in both societies, as predicted by the patterns of compatible or contradictory motivation and practical consequences. We have noted additional values and domains possibly needed for a universal scheme as well as potential applications of this approach for comparing the meanings, structure, and importance of values across cultures, for analyzing relations between social structure and values, and for predicting and interpreting relations of values to attitudes and behavior.

Toward A Universal Psychological Structure of Human Values

On presente dans cet article une theorie des categories de valeurs a partir desquelles les cultures peuvent etre comparees; cette theorie est validee grâce a des donnees en provenance de 49 pays du monde entier. Sept categories de valeurs ont ete identifiees et reparties sur trois dimensions bipolaires: Conservatisme oppose a Autonomie intellectuelle et affective, Hierarchie opposee a Egalitarisme, Domination opposee a Harmonie. Les pays sont situes dans un espace bidimensionnel en fonction de leurs valeurs fondamentales, faisant apparaitre des regroupements culturellement significatifs. Les analyses portent sur des echantillons d'enseignants et d'etudiants. On explicite l'impact de la differenciation des valeurs culturelles selon les pays sur les differences de signification du travail. Afin de stimuler la recherche sur le travail et les valeurs culturelles, on enonce des hypotheses concernant les principaux aspects des valeurs culturelles qui sont particulierement compatibles ou en contradiction avec la centralite du travail, avec diverses normes de societe touchant le travail, et avec la poursuite de quatre types de valeurs ou buts professionnels.

Shalom H. Schwartz

Papers

Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries

Are There Universal Aspects in the Structure and Contents of Human Values

Normative Influences on Altruism

Toward A Universal Psychological Structure of Human Values

A Theory of Cultural Values and Some Implications for Work