ABSTRACT

In many developing countries, economic development has been elusive, work attitudes have been described as negative or poor and institutions are often challenged (Kuada 1994; Puplampu 2005). This conceptual paper examines this situation and suggests an alternative discourse for the national development agenda. For many years, economic and other related arguments have been made and the impact of colonization on African development has been clearly established (Freund 1984; Ravenhill 1986). It is, however, perhaps time to look at whether psychological variables underlie the development challenges. This paper hypothesizes that the missing link in development efforts is psychological and behavioral. Developing countries need to turn attention to the creation of national and organizational systems and procedures, sanctions, socialization and awareness that enable these countries to make appropriately directed changes in human behavior. Skinner's old book, published in 1971— Beyond Freedom and Dignity —makes some statements that are directly relevant. He noted, “Overcrowding can be corrected only by inducing people not to crowd, and the environment will continue to deteriorate until polluting practises are abandoned... we need to make vast changes in human behavior” (Skinner 1971, 10).