Aspectos cognitivos do comportamento individual: nova abordagem da ação coletiva

Abstract

Collective Action Theory considers human nature as a complex mixture of the pursuit ofpersonal interest, with the ability to acquire internal norms of collective behavior, whenunderstood and perceived as legitimate. In this sense, the Theory of Collective Actionproposed a series of factors that impact on the creation and adoption of internal norms ofbehavior, which influence the possibility of collective action. However, these factors arebased on static criteria, without considering the cognitive aspects of individuals. Thus,the objective of this study is to propose a model of collective action analysis that involvesthese aspects. Initially, the necessary factors and those facilitating collective action wereaddressed, which allowed to identify some flaws in the analysis. It was verified that theTheory of Collective Action proposes homogeneity as a facilitating factor, but it is basedexclusively on cultural homogeneity, resources and interests, ignoring the cognitiveaspects. In order to include these aspects, a model of cognitive action analysis wasdeveloped. According to the proposed model, individuals act based on a set of norms,represented by institutional logics. However, individuals perform different interpretationsof each logic, generating multiple rationalities. These rationalities drive motivation andexplain individual actions. It is argued that when individuals follow different institutionallogics or have different interpretations of the same logic, they have a cognitiveheterogeneity, which generates different behaviors. This heterogeneity of behaviorcompromises collective action, as it creates conflicts and difficulties in establishing andaccepting common norms. In order to create homogeneity and favor collective action, thetheory of conventions proposes the negotiation and creation of a shared logic, in thepresence of distinct logics, or creation of a new rationality accepted by all, in the case ofdifferences in the interpretation of the same logic. This negotiation, besides favoringcollective action in the presence of cognitive heterogeneity, allows the construction andreconstruction of the rules that form the institutional logics and the set of meanings in theorigin of the rationalities.