A behavioral cost-benefit approach to the explanation and prediction of behavior

Psychological models of explaining and predicting behavior use the construct of attitude, whereas In economic models, assuming stable preferences, behavior is determined by budget constraints. In this article, a behavioral cost-benefit to the explanation and prediction of behavior Is proposed. Behavioral costs Include financial, temporal, physical, and social costs of initiating, maintaining and changing behavior. A behavioral model is proposed, in which cost-benefit tradeoffs of behaviors play a central role. Introduction Psychology, as the science of human behavior, is largely preoccupied with motivational constructs to describe, to explain, and to predict the behavior of individuals and small groups. These are two main aspects of motivated behavior: First the energizing or activating aspect, and second the directional aspect. Motivational activation produces a state of readiness for behavior (arousal). In addition to producing a state of readiness for behavior, an activated motive also tends to set off behavior in a particular direction. Simple reflex behavior Is not usually thought of as motivated behavior, although even such reflex behavior such as the heartbeat and digestion serve purposes In the life of the organism, and are responsive to various kinds of motivational activation. In several psychological models motivation is treated as an unrestricted behavioral tendency towards goals* In the Fishbein-Ajzen (1975) attitude model only unfavorably evaluated beliefs may serve as restrictions to behavior. For instance, predicting purchasing behavior, an unfavorably evaluated price may be a restriction to buy a product with favorably evaluated characteristics. However, as a consequence of the linear-compensatory combination rule of the Fishbeln-Ajzen model, an unfavorably evaluated price may be compensated by the favorably evaluated beliefs/attributes of the product, or the beliefs about the consequences of buying/possessing the product* Economics, as the science of the allocation and usage of scarce resources, is largely preoccupied with restrictions due to limited resources. Preferences are considered to be stable, and behavior Is explained by utility maximization within budget constraints* In most economic models, only financial budgets are considered, although time budgets (Becker, 1976) and physical (health) budgets (Lesourne, 1979) appear in some economic models. In economic models the financial and other constraints determine behavior, only within a budget some freedom of choice may exist. Meyer (1982), an economist addressing the attitude-behavior relationship, observes that attitude measurement does not include the relevant opportunity costs Of an act, consequently, cannot be used as a reliable predictor of behavior. In this article, a theoretical model of behavior will be presented, extending the Flshbeln-Ajzen model of reasoned action. Special attention will be given to the "two-valued logic" of micro-economics, comprising the (positive) outcomes or consequences of behavior, as well as the (negative) behavioral costs that have to be incurred by the Individual in order to behave. Toward a behavioral model Both in psychology and in economics, models have been developed to describe, to explain and to predict behavior or specific forms of behavior, e.g. consumer behavior. The behavioral model we want to introduce, is a combination of the extended attitude-behavior model and a utility model. We depart from the Fishbeln-AJzen (1975) model of reasoned action* This model will be critically evaluated and some extensions will be introduced. Then, departing from the micro-economic approach, utility models and a behavioral extension of the economic cost concept will be discussed* Finally, we hope to integrate both approaches. * Fishbeln and Ajzen's model has the purpose of contributing to the understanding and prediction of behavior. It can be represented in the form of three formulas (Fishbeln and Ajzen, 1975): ^ (1) B ~* BI WJL (Aact) + W2 (SN)