行为科学理论与高校德育教育

大学生思想政治教育是复杂的系统工程，如何做好这个系统工程，提高思想政治教育的针对性、实效性、吸引力、感染力?将企业组织管理中普遍运用的行为科学理论引入高校德育教育工作，可改进和完善高校德育教育思路和方式方法。文章运用行为科学理论分析影响大学生行为的因素后，建议：(1)运用个性心理与行为理论，恰当地使用知觉效应、归因理论，做好学生思想工作。加强学生行为的引导和控制，避免学生陷入习得无助的误区。(2)营造良好环境，特别是以先进的校园文化熏陶学生，正确评价社会时尚对大学生的影响，因势利导，提高大学生对社会时尚的分析鉴别能力。(3)充分运用各种激励理论，激励学生进取动机和成就需要。

Behavioral Science Theory and Moral Education in Colleges and Universities

The ideological and political education of university students is a complicated system. How to enhance its pertinence, achieve its substantial effects and enable it to present attraction and appeal to students have become a hot issue. This paper introduces the behavioral science theory,which is generally used in the business management,into moral education in colleges and universities in order to improve and perfect the thinking patterns and methods employed in ideological work. The paper analyses the factors affecting university students' behavior with the behavioral science theory, and suggests that the individual character psychology and behavior theory, the conscious summation, and attribution theory should be applied to the ideological work and the guidance and control of students' behavior should be strengthened to protect them from being misguided; that a good atmosphere should be created to edify students with the advanced campus culture and the impact of social fashions should be appropriately appraised to help them form a sound attitude towards fashions and improve their analyzing and distinguishing ability; and that various motivation theories should be made full use of to encourage their progressive motives and achievement needs.