A Method of Evaluating “Motivation for Behavior Improvement"

- Research on Application of Conjoint Analysis

Abstract

Deepening the understanding of the subject from the aspect of motivation for behavior improvement is necessary to propose a useful human resource development service.
The purpose of this study aimed at evaluating the possibility of applying conjoint analysis to motivation and the internalized motivation toward behavior improvement. The attributes used in the analysis were the situations in which behavior improvement were desired, and the levels of each attribute were set as goals that included behavior improvements. The goals selected by the subjects indicated the direction of their motivation in the current situation. In addition, about half of the subjects who were not working on behavior improvement reevaluated and re-selected the goals that included behavior improvement through the experimental stimuli. Based on the changes in the selection results, it was possible to evaluate the internalized motivation of the subjects who were not engaged in behavior improvement indirectly.