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Theory of Planned Behavior
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value
an enduring conception of the preferable which influences choice and action
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assigned and held values
- assigned: importance or worth (price) of something
- held: precepts & ideals held by an individual about something (ethic, morals)
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interests & positions
- Interests motive people, silent movers behind
- -what caused you to decide on that position
- Position is something you have already decided on
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positions
- pre-determined way to solve a problem
- -already decided
- limits creative options
- ignores the "why" focuses on the "what"
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conflict
- perception of incompatible goals
- -protection or money
- interference by someone else
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systems thinking elements
- boundary
- inputs & outputs
- internal components
- interactions (positive & negative)
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tipping point
- "little causes have big effects"
- sustainability
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attitudes
- evaluation or a feeling state about a person, object, or action
- they shape the way we behave
- they can change
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place
- physical space that has an attached meaning (Tuan)
- -experience and meaning
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place meanings
- values, interests, symbols people place on a place
- requires systematic research (decades)
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place domains
- individual identity: a place may be viewed as an essential part of one's self
- family identity: bonds & memories
- self efficacy: functional meaning of place (what does this place give me?)
- self expression: communication of one's self
- community identity: defines a certain social group
- economic & ecological: economic & ecological health
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conflict resolution steps
- 1.) setting the scene
- 2.) gather info
- 3.) agree on the problem
- 4.) brainstorm solutions
- 5.) negotiate a solution
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collaboration
- pooling knowledge, skills, and/or tangible resources (money, labor, into, etc.)
- 2 or more stakeholders
- solve problems that can not be solved by yourself alone
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stakeholder
anyone who has something to lose
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diffusion of innovation
- the process by which an innovation is communicated through certain channels over time among members of the social system
- awareness, interest, evaluation, trial, adoption/rejection
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4 components to the diffusion of innovation
- 1.)innovation: an idea, practice, or object that is perceived as new by the recipient
- -relative advantage:spell it out
- -compatibility: what will improve?
- -complexity: user manual
- -trialabilty: give some away
- -obersvability: demonstrations
- 2.)communication channels: mass media (largest reach), personal channels (largest success)
- -people depend mainly on the advice from people like themselves
- 3.)timing of adoption:early or late adopters
- -2.2%:innovators (venturesome, $$), 13.5%:early adopters (respected & connected), 34%:early majority (deliberate), 34%:late majority (skeptical), 16%:laggards (traditional, at-risk or wise)
- 4.)social structure: interrelated individuals functioning within a set of rules or norms (work, church, clubs, school, etc.)
- -opinion leaders: in the community, trust
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commons dilemmma
- conflict between individual and collective economic rationality
- -the individual gets the full benefit of his/her use of the resource but the cost is shared by all
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social marketing
- giving the people the background, awareness, & skill so they can take it over from there
- Process:
- 1.)select behavior & audience
- 2.)identify barriers; understand attitudes
- 3.)develop messages & tools (memorable, motivate)
- 4.) pilot test (brochure, workshop)
- 5.)implement & evaluate
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audience accessments
- 1.)What people already know; what they need to know; where they are confused
- 2.)Whether & why they care
- 3.)What important others care about
- 4.)If they think they can do it; what barriers do they think exist
- 5.)How they get info; who they trust
- 6.)What they already do
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