Die Organisation kollektiver Aktionen durch Beeinflussung der individuellen Teilnahmeentscheidung

Computer simulations allow a more optimal organization of collective action. For this purpose, the present study followed an actor-centered approach, in which the actor’s decision to participate in collective action is modeled on the basis of an expansion of the Theory of Planned Behavior. The variables used in the model of the individual’s decision to participate in a collective action are attitude, return, subjective social norm, and perceived behavior control with regard to participation. With these four variables, various social scientific theories are integrated (Elaboration Likelihood Model, Theory of Planned Behavior, Rational Choice Theory). These theories allow a conceptualization of interactions among individuals, and the effect of the active people, who seek to recruit others to participate in a collective action, can be studied. Simulations of a population of 10,000 individuals reveal the influence of the following factors on the effectiveness of collective action campaigns: different forms of recruitment by activators, the amount of contributions to the collective good of the participants, the size of the collective good, and the resources available to activators (training in persuasion methods, possibility to reward participants). Finally, simulation results are summarized in the form of recommendations for implementation when organizing collective action.