Zastosowania koncepcji ekonomii behawioralnej w celu zwiększenia skuteczności kampanii społecznych

• Authors: Danuta Miłaszewicz , Anna Borawska

Title variants

EN

Application of Behavioral Economics Insights To Increase Effectiveness of Social Campaigns

Abstracts

EN

The traditional (neoclassical) economics assumes that every individual is egoistically oriented towards achieving its main goal (its own interest), which is to maximize utility. However, in many studies referring to various aspects of human behavior, behavioral economics proves that human choices vary depending on the circumstances, place, time, norms and social influences, emotional judgments, cognitive distortions and biases, simplifying reasoning principles applied (heuristics) and at the same time on how and in what circumstances the choice is made (the choice architecture). The objective of the article is to define the concepts of behavioral economics which are the most interesting from the point of view of increasing the effectiveness of social campaigns. The implementation of this goal was carried out based on literature studies. They allowed to determine that among the concepts of behavioral economics, the greatest impact on campaign effectiveness have: an appeal to social norms, financial incentives and appropriate framing of messages. Although they do not exhaust the list of possibilities for influencing the behavior of individuals, their use by architects of choice (creators of social campaigns) may contribute to directing people to make more reasonable (in their own and social assessment) decisions and to make better choices, without forcing anyone to make specific results.

PL

Tradycyjna (neoklasyczna) ekonomia zakłada, że każda jednostka jest egoistycznie zorientowana na osiągnięcie swojego głównego celu, którym jest maksymalizacja użyteczności. Ekonomia behawioralna w wielu badaniach odnoszących się do różnych aspektów ludzkiego zachowania dowodzi, że ludzkie wybory różnią się w zależności od okoliczności, miejsca, czasu, wyznawanych norm i wpływów społecznych, emocjonalnych osądów, skrzywień i błędów poznawczych, stosowanych upraszczających reguł wnioskowania (heurystyk), a jednocześnie od tego, w jaki sposób i w jakich okolicznościach wybór jest dokonywany (architektury wyboru). Celem artykułu jest zdefiniowanie pojęć ekonomii behawioralnej, które są najbardziej interesujące z punktu widzenia zwiększenia skuteczności kampanii społecznych. Cel osiągnięto dzięki przeprowadzeniu studiów literaturowych, które pozwoliły na określenie, że wśród koncepcji ekonomii behawioralnej mających największy wpływ na skuteczność kampanii można wyróżnić przede wszystkim: odwołanie się do norm społecznych, zachęty finansowe oraz odpowiednie ramowanie komunikatów. Chociaż nie wyczerpują one możliwości wpływania na zachowania jednostek, to ich zastosowanie przez architektów wyboru (twórców kampanii społecznych) może się przyczyniać do nakierowania ludzi na podejmowanie bardziej rozsądnych (w ich własnej i społecznej ocenie) decyzji i dokonywania lepszych wyborów, nie zmuszając nikogo do uzyskania określonych rezultatów.

Keywords

PL

ekonomia behawioralna; błędy poznawcze; heurystyki; architektura wyboru; kampanie społeczne

EN

behavioral economics; cognitive biases; heuristics; architecture of choice; social campaigns

• Publisher: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
• Journal: Ekonomia XXI Wieku
• Year: 2021
• Issue: 24
• Pages: 128-140

Dates

published

2021

Contributors

author

Danuta Miłaszewicz

• Uniwersytet Szczeciński: Instytut Ekonomii i Finansów

author

Anna Borawska

• Uniwersytet Szczeciński: Instytut Zarządzania

References

• Abhyankar, P., O'connor, D. B. i Lawton, R. (2008). The role of message framing in promoting MMR vaccination: Evidence of a loss-frame advantage. Psychology, Health & Medicine, (13), 1-16.
• Amadae, S. (2007). Rational choice theory. W: M. Bevir (red.), Encyclopedia of governance. Thousand Oaks: Sage Publications.
• Andreasen, A. R. (2004). A social marketing approach to changing mental health practices directed at youth and adolescents. Health Marketing Quarterly, 21(4), 51-75.
• Arlen, J. i Tontrup, S. (2013). A process account of the endowment effect: Voluntary debiasing through agents and markets (Working Papers, 399). New York: University Public Law and Legal Theory.
• Bohner, G. i Schlüter, L. E. (2014). A room with a viewpoint revisited: Descriptive norms and hotel guests' towel reuse behavior. PLoS ONE, 9(8).
• Cho, H. i Boster, F. J. (2008). Effects of gain versus loss frame antidrug ads on adolescents. Journal of Communication, (58), 428-446.
• Damgaard, M. T. i Nielsen, H. S. (2017). The use of nudges and other behavioural approaches in education. European Expert Network on Economics of Education Analitical Report, (29).
• Donovan, R. i Henely, N. (2003). Social marketing: Principles and practice. Melbourne: IP Communications.
• Foley, B. i Griffiths, S. (2011). Engaging behaviour: Behavioural economics and citizen engagement. London: Department for Communities and Local Government.
• Fundacja Komunikacji Społecznej. (2010). Definicja kampanii społecznej. Pobrane z https://kampaniespoleczne.pl/kampania-spoleczna-definicja-fundacji-komunikacji-spolecznej/
• Gehanno, J. F., Rollin, L. i Darmoni, S. (2013). Is the coverage of Google Scholar enough to be used alone for systematic reviews. BMC medical informatics and decision making, 13(1), 7.
• Gordon, W. (2011). Behavioural economics and qualitative research - a marriage made in heaven? International Journal of Market Research, 53(2), 2-12.
• IRS. (2017). Economics insights in incentives, rewards, and recognition: A nudge guide. Pobrane z https://theirf.org/am-site/media/behavioral-economics-nudge-guide.pdf
• Jolls, Ch., Sunstein, C. R. i Thaler, R. (1998). A behavioral approach to law and economics. Stanford Law Review, (50), 1476-1550.
• Jolls, Ch. i Sunstein, C. R. (2004). Debiasing through law (Harvard Law School John M. Olin Center for Law, Economics and Business Discussion Paper Series, 495). Pobrane z http://lsr.nellco.org/ harvard_olin/495
• Kahneman, D. (2011). Thinking, fast and slow. New York: Macmillan.
• Kotler, P., Roberto, N. i Lee, N. (2002). Social marketing: Improving the quality of life. Thousand Oaks: SAGE.
• Kotler, P. i Zaltman, G. (1971). Social marketing: An approach to planned social change. Journal of Marketing, (35), 4-12.
• Krijnen, J. M. T., Tannenbaum, D. i Fox, C. R. (2017). Choice architecture 2.0: Behavioral policy as an implicit social interaction. Behavioral Science & Policy, 3(2), 1-18.
• Kullgren, J. T. i in. (2014). A mixed-methods randomized controlled trial of financial incentives and peer networks to promote walking among older adults. Health Education & Behavior, 41(1Suppl), 43S-50S.
• Latimer, A. E. i in. (2008). Promoting participation in physical activity using framed messages: An application of prospect theory. British Journal of Health Psychology, 13(4), 659-681.
• Low, D. (2011). Cognition, choice and policy design. W: D. Low (red.), Behavioural economics and policy design: examples from Singapore. Singapore: World Scientific Publishing Company.
• Mays, D. i in. (2014). Framing pictorial cigarette warning labels to motivate young smokers to quit. Nicotine & Tobacco Research, 17(7), 769-775.
• Miller, J. E., Amit, E. i Posten, A. Ch. (2015). Behavioral economics. W: H. Ten Have (red.), Encyclopedia of global bioethics. Dordrecht: Springer Science, Business Media.
• Mills, Ch. (2015). The heteronomy of choice architecture. Review of Philosophy and Psychology, 6(3), 495-509.
• Morrill, B. A. i in. (2016). A randomized controlled trial of the Food Dudes Program: Tangible rewards are more effective than social rewards for increasing short-and long-term fruit and vegetable consumption. Journal of the Academy of Nutrition and Dietetics, 116(4), 618-629.
• Mousavi, S. (2016). Gerd Gigerenzer and Vernon Smith: Ecological rationality of heuristics in psychology and economics. W: R. Frantz i in. (red.), Routledge handbook of behavioral economics. London: Taylor & Francis.
• Nielsen, T. (2016). Is this why we've not achieved gender equality at work? World Economic Forum. Pobrane z http://www.weforum.org/agenda/2016/02/is-this-why-we've-not-achieved-gender-parity-at-work
• OECD. (2019). Tools and Ethics for Applied Behavioural Insights: The BASIC Toolkit. Paris: OECD Publishing. Pobrane z https://doi.org/10.1787/9ea76a8f-en.
• Perkins, H. W. i in. (2010). Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign. Addictive Behaviors, (35), 866-874.
• Q&A with Richard Thaler. (2016). W: A. Samson (red.), The behavioral economics guide 2016 (with an introduction by Gerd Gigerenzer). Pobrane z http://www.behavioraleconomics.com/BEGuide2016.pdf
• Robinson, E., Fleming, A. i Higgs, S. (2014). Prompting healthier eating: Testing the use of health and social norm based messages. Health Psychology, 33(9), 1057.
• Samson, A. (2016). Behavioral economics in perspective. W: A. Samson (red.), The behavioral economics guide 2016 (with an introduction by Gerd Gigerenzer). Pobrane z http://www.behavioraleconomics.com/BEGuide2016.pdf
• Thaler, R. H. (2015). Misbehaving: The making of behavioral economics. New York: W.W. Norton.
• Thaler, R. H. (2016). Behavioral economics: Past, present, and future. American Economic Review, 106(7), 1577-1600.
• Thaler, R. H. i Sunstein, C. (2008). Nudge: Improving decisions about health, wealth and happiness. New Haven: Yale University Press.
• Thaler, R., Sunstein, C. R. i Baltz, J. P. (2012). Choice architecture. W: E. Shafir (red.), The behavioral foundations of public policy. Princeton, Oxford: Princeton University Press.
• Thesis, M. i Andrews, M. (2008). Social campaigns, art of visual persuasion its psychology, its semiotics, its rhetoric. Pobrane z http://www.mahku.nl/download/m_andrews_socialcampaigns.pdf
• Thøgersen, J. (2009). Promoting public transport as a subscription service: Effects of a free month travel card. Transport Policy, (16), 335-343.
• Toy, S. i in. (2014). Can social marketing make 20 mph the new norm? Journal of Transport and Health, (1), 165-173.
• Tversky, A. i Kahneman, D. (1974). Judgment under uncertainty: Heuristics and biases. Science, New Series, 185(4157), 1124-1131.
• Tversky, A. i Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, (30), 453-458.
• Tversky, A. i Kahneman, D. (1992). Advances in prospect theory: Cumulative representation of uncertainty. Journal of Risk and Uncertainty, (4), 297-323.
• Varcoe, J. (2004). Assessing the effectiveness of social marketing. Pobrane z https://ana.esomar.org/ documents/assessing-the-effectiveness-of-social-marketing
• Volpp, K. G. i in. (2009). A randomized, controlled trial of financial incentives for smoking cessation. New England Journal of Medicine, 360(7), 699-709.
• Volpp, K. G. i in. (2008). Financial incentive-based approaches for weight loss. A randomized trial. JAMA, 300(22), 2631-2637.
• Wymer, W. (2011). Developing more effective social marketing strategies. Journal of Social Marketing, 1(1), 17-31.

Identifiers

DOI

10.15611/e21.2021.08

Biblioteka Nauki

2024079