將社會行為理論導入於公共工程計畫的應用──從「態度追隨型計畫」到「態度轉變型計畫」

Applying Social Behavioral Theories to Infrastructure Planning: Replacing Attitude-Modification Planning for Attitude-Based Planning

以研擬合理之「公共工程計畫」為目標的規劃師，其掌握「人類行為的普遍性」之知識是不可或缺的。一般來說，關於人類的行為，很難設想其具有「量的普遍性」；然而，卻可能存在著「質的普遍性」。有鑒於此，本研究針對描述人類行為「質的普遍性」之各種行為理論進行概要的回顧；並在此基礎上，對於諸多的行為理論能以何種形式貢獻於合理的計畫中，也一併加以考察。在這過程中，對於所涉及到的理論實證主義、行為轉變研究，以及從市場理論轉換到社會理論的重要性等皆做出了檢討；同時，在由他人態度所構成的外在條件下，主張必須從「態度追隨型計畫」轉為，喚起人們「社會／公共」之「意識／態度」的「態度轉變型計畫」。 It is indispensable to know the so-called invariants of human behavior for planners who have a goal that is to propose a reasonable infrastructure plan. In general, it is very difficult to image that human behavior has quantitative invariants. However, the qualitative invariants might exist in human behavior. According to this hypothesis mentioned above, the various behavior theories describing the qualitative invariants of human behavior are reviewed in substance in this study. In the meanwhile, the possible ways how the various behavior theories can involve in the reasonable plan are also reviewed in this study. The related theoretical positivism, behavior modification studies, and the importance of shifting market theory to social theory are all reviewed in this process. Moreover, this study proposes that the infrastructure plan should be changed from attitude-based plan toward attitude-modification plan evoking the social/public consciousness/attitude of people when the external conditions consisting of others attitude are considered.

It is indispensable to know the so-called invariants of human behavior for planners who have a goal that is to propose a reasonable infrastructure plan. In general, it is very difficult to image that human behavior has quantitative invariants. However, the qualitative invariants might exist in human behavior. According to this hypothesis mentioned above, the various behavior theories describing the qualitative invariants of human behavior are reviewed in substance in this study. In the meanwhile, the possible ways how the various behavior theories can involve in the reasonable plan are also reviewed in this study. The related theoretical positivism, behavior modification studies, and the importance of shifting market theory to social theory are all reviewed in this process. Moreover, this study proposes that the infrastructure plan should be changed from attitude-based plan toward attitude-modification plan evoking the social/public consciousness/attitude of people when the external conditions consisting of others attitude are considered.