Organizing collective action through influencing the individual's decisionto participate. A simulation study

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 modele d on the basis of an expansion of the Theory of Planned Behavior. The varia bles used in the model of the individual's decision to participate in a col lective action are attitude, return, subjective social norm, and perceived behavior control with regard to participation. With these four variables, v arious social scientific theories are integrated (Elaboration Likelihood Mo del, Theory of Planned Behavior, Rational Choice Theory). These theories al low a conceptualization of interactions among individuals, and the effect o f the active people, who seek to recruit others to participate in a collect ive action, can be studied. Simulations of a population of 10,000 individua ls reveal the influence of the following factors on the effectiveness of co llective action campaigns: different forms of recruitment by activators, th e amount of contributions to the collective good of the participants, the s ize of the collective good, and the resources available to activators (trai ning in persuasion methods, possibility to reward participants). Finally, s imulation results are summarized in the form of recommendations for impleme ntation when organizing collective action.