Norm-Activation Model Sample Clauses

Norm-Activation Model. The Norm-Activation Model includes normative expectations in decision-making processes. The mobility behaviour is determined by individual internal and external factors. The individual internal factors include problem awareness, subjective norm, perceived behavioural control (perceived difficulty) and normative pressure of expectations. The individual external factors include the objective characteristics of transportation systems. Empirical studies by Xxxxxxx et al. show a significant impact of environmental norms on the choice of the mode of transport, which is shown in figure 7.23 20 Cf. Xxxxx, X. (1991): The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, p. 179-211. 21 Cf. ibid. 22 Cf. Xxxxxxx, X.; Xxxxxxx, P., Changing travel-mode choice as rational choice, 1998, p. 223-252, as cited in: Um- weltbundesamt (Hrsg.)/SfZ, Bedeutung psychologischer und sozialer Einflussfaktoren, 2002, p.2. 23Cf. Xxxxxxx, M., Ökologische Verantwortung, Lebensstile und Umweltverhalten, 2000; Xxxxxxx, M.; Xxxxxxxx, E.; Xxxxxxx, A.; Xxxxx, R., Die Umsetzung einer persönlichen Norm in umweltverantwortliches Handeln, 1999. Objective characteristics of transport modes Perceived behaviour control Awareness of consequences Use of public transport instead of car use Personal norm of eco-friendly mode choice Subjective norm Problem Awareness Figure 7: Influence of environmental norms on the choice of the mode of transport, Xxxxxxx, Ökologische Verantwortung, Lebensstile und Umweltverhalten, 2000. In a study of trips into the city of Bochum24, a direct effect of the personal norm on the modal choice could be detected. In addition, the individual external factor "ticket fare" proved as a further direct behaviour predictor. However, no interaction effects between "personal norm" and "ticket fare" could be found. USEmobility will concentrate on subjective characterics, such as social influence, problem awareness and standards that are described in the norm-activation model. Objective characteristics will be considered but are not in the focus of the survey, since they are already examined very well and are often fixed parameters, which cannot be changed when trying to influence people towards eco-friendly mobility.
Sample 1
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