According to Neill McKee (2000), understanding people and their behaviour is one of the keys to successful development programs. In order to increase program impact and develop interventions that are strategically applied, it is important that development professionals determine and understand the various factors that influence an individual's or community's decision to perform or not perform specific behavior. Neill’s key definitions are behaviour, behavioral determinants, attitudes and knowledge. Behaviour is defined as an observable act such as stepping on a weighing scale. Behavioural determinants are factors that either influence or cause an action to occur or not occur. Attitudes are feelings opinions or values that an individual holds about a particular issue, problem or concern while knowledge is internalized learning based on scientific fact, experience and /or traditional beliefs. Moreover, the Theory of Reasoned Action (TRA) and Personal Behaviour (TPB), developed by Fishbein and Azjen (1980) introduces the concept of behavioural intent The most critical factor in determining whether individuals will actually preform a disired behaviour is their personal attitudes and perceived social pressure norm. Fishbein and Azjen explain that personal attitudes are a person's judgment of a behaviour as god or bad combined with some views on its worth for carrying it out or not, while perceved social pressure norm refers to beliefs which individuals have about what opinions their "significant other" or reference groups (i.e. family, friends, peers) hold in relation to a desired behaviour, combined with opinions of others. Individuals who have positive attitudes towards performing in a particular behaviour and who believe that "significant" are in favor of or support the desired action will more likely attempt a particular behaviour. For some people, their own personal attitudes will have a greater influence on their behaviour than perceived social pressure. and vice versa for others.
According to Neill McKee (2000), understanding people and their behaviour is one of the keys to successful development programs. In order to increase program impact and develop interventions that are strategically applied, it is important that development professionals determine and understand the various factors that influence an individual's or community's decision to perform or not perform specific behavior. Neill’s key definitions are behaviour, behavioral determinants, attitudes and knowledge. Behaviour is defined as an observable act such as stepping on a weighing scale. Behavioural determinants are factors that either influence or cause an action to occur or not occur. Attitudes are feelings opinions or values that an individual holds about a particular issue, problem or concern while knowledge is internalized learning based on scientific fact, experience and /or traditional beliefs. Moreover, the Theory of Reasoned Action (TRA) and Personal Behaviour (TPB), developed by Fishbein and Azjen (1980) introduces the concept of behavioural intent The most critical factor in determining whether individuals will actually preform a disired behaviour is their personal attitudes and perceived social pressure norm. Fishbein and Azjen explain that personal attitudes are a person's judgment of a behaviour as god or bad combined with some views on its worth for carrying it out or not, while perceved social pressure norm refers to beliefs which individuals have about what opinions their "significant other" or reference groups (i.e. family, friends, peers) hold in relation to a desired behaviour, combined with opinions of others. Individuals who have positive attitudes towards performing in a particular behaviour and who believe that "significant" are in favor of or support the desired action will more likely attempt a particular behaviour. For some people, their own personal attitudes will have a greater influence on their behaviour than perceived social pressure. and vice versa for others.
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