David Halpern - Nudge

00:03:13
https://www.youtube.com/watch?v=cqKcDw0nUJM

Ringkasan

TLDRVideo ini membincangkan bagaimana kita boleh menggunakan prinsip-prinsip tingkah laku dalam pelbagai bidang, seperti pembayar cukai dan produktiviti pekerjaan. Dengan contoh sejarah, terutama tentang pengenalan garis panduan jalan, ia menunjukkan bagaimana perubahan kecil dapat mempunyai kesan besar terhadap tingkah laku manusia. Kerangka kerja EAST (Mudah, Menarik, Sosial, Tepat pada waktunya) diperkenalkan untuk menunjukkan cara-cara di mana tingkah laku manusia dapat dipengaruhi secara berkesan. Prinsip ini tidak hanya terbatas kepada polisi awam tetapi juga boleh diterapkan dalam konteks perniagaan dan interaksi sosial.

Takeaways

  • 🚦 Contoh nudge: Garis jalan yang membantu memandu lalu lintas.
  • 💼 Pengakuan positif lebih efektif dari insentif kewangan.
  • 🤝 Hadiah kecil yang harus dibelanjakan untuk orang lain meningkatkan komunikasi dan produktiviti.
  • 📊 Kerangka EAST membantu mempengaruhi tingkah laku dengan cara yang berkesan.
  • 🧠 Tingkah laku dipengaruhi lebih oleh tindakan orang lain daripada peraturan.
  • ⌛ Memanfaatkan momen tepat waktu boleh membantu dalam mendorong perubahan tingkah laku.

Garis waktu

  • 00:00:00 - 00:03:13

    Video ini memperkenalkan konsep nudging dalam konteks tingkah laku manusia dan kaedahnya dapat diterapkan dalam polisi awam. Dikenali sebagai 'they're not Gina', organisasi ini ditubuhkan pada tahun 2010 untuk mempromosikan perubahan tingkah laku yang positif, seperti pembayaran cukai tepat pada masanya dan peningkatan kadar kelulusan pelajar. Contoh yang diberikan adalah tentang pengenalan garisan di jalan raya pada tahun 1910, yang membawa kepada pengurangan kemalangan. Ini menunjukkan bahawa kadang-kadang, perubahan kecil boleh memberi kesan besar. Teori 'nudge' berfungsi dengan cara yang halus dan menggalakkan perubahan tingkah laku tanpa memerlukan insentif besar atau undang-undang. Selain itu, kajian menunjukkan bahawa dorongan yang sederhana, seperti pengiktirafan dan insentif kecil yang diperuntukkan untuk orang lain, dapat meningkatkan produktiviti di tempat kerja. Kerangka kerja yang dikenali sebagai 'EAST' - mudah, menarik, sosial, dan tepat waktu - memungkinkan individu dan organisasi untuk mempengaruhi tingkah laku manusia dengan cara yang berkesan.

Peta Pikiran

Video Tanya Jawab

  • Apa itu 'nudge'?

    'Nudge' adalah cara lembut untuk mendorong perubahan tingkah laku tanpa menggunakan insentif besar atau undang-undang.

  • Apa itu kerangka kerja EAST?

    Kerangka kerja EAST adalah panduan untuk mempengaruhi tingkah laku manusia dengan cara yang Mudah, Menarik, Sosial, dan Tepat pada waktunya.

  • Mengapa insentif kewangan tidak selalu berfungsi?

    Insentif kewangan tidak selalu berfungsi kerana kebanyakan orang lebih responsif terhadap pengakuan positif daripada wang.

  • Bagaimana cara meningkatkan produktiviti di tempat kerja?

    Menggalakkan komunikasi dan memberi insentif yang berkaitan dengan membantu orang lain terbukti dapat meningkatkan produktiviti.

  • Bagaimana tingkah laku manusia dipengaruhi oleh situasi sosial?

    Kita sangat dipengaruhi oleh apa yang dilakukan oleh orang lain, yang lebih kuat daripada sekadar mengikuti peraturan.

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Teks
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Gulir Otomatis:
  • 00:00:04
    they're not Gina is created in 2010 to
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    try and introduce more realistic models
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    of human behavior into government and
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    public policy so we're in the business
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    of trying to get people to pay their tax
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    on time or get them back to work faster
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    or help kids and improve their pass
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    rates well often what seem like quite
  • 00:00:19
    small changes but basically built on
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    behavioral science why for many people
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    selling my generation when you learn to
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    drive you learn the highway code but of
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    course we'd go back to 1910 that hadn't
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    been developed and one of the things
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    that roads didn't have markings so this
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    was dead man's corner between 1910 and
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    1920 years like a a tenfold increase the
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    number of Motor Vehicles they come
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    around the corner keep hitting each
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    other so one guy having this idea in
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    fact he was following a leaking milk
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    truck which is leading his trail down
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    the middle of the road and it gave this
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    good idea hey that's pretty neat isn't
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    it so they literally went out and
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    painted hand painted this line with a
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    big arrow and hey presto it's really
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    effective but you might think of it as
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    an everyday example of a nudge it's not
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    a big incentive or a law or something
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    it's just like he's a really good idea
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    guys when you go this way and like of
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    course wants people doing that you kind
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    of follow each other as we'll see and
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    similarly you know today when you're
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    slightly drifting asleep on the motorway
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    and you hit the rumble strip a nigga's
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    gone wakes you up as she passed a good
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    example of a nudge right it's a very
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    light touch way of prompting human
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    behavior well if it's such a good tool
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    and it works for this why wouldn't it
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    work for other things it turns out it
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    does behavioral signs are throwing out
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    lots of these quite specific examples
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    that can be used in many domains
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    productivity for example what is it that
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    businesses can do to increase their
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    productivity we know that actually
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    financial incentives don't always work
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    very well you're much better off
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    actually for most people just saying you
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    did a great job good positive
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    constructive responding but behave a
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    science through sort of systematic
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    testing is also thrown out some really
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    interesting surprises so if you give
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    someone a small financial incentive but
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    with a twist which is you have to spend
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    it on someone else then you get
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    significant increases in productivity
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    and why is that it's because if you have
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    to get something for someone else in the
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    firm you have to find out more about
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    them so it improves communication and
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    also it feels really good to give
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    something to someone else and if you
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    increase well-being in the workplace you
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    also increase productivity
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    Weezer's framework called East so if you
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    want to affect human behavior think
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    about these four basic things
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    easy how can you make something as easy
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    as possible you want someone to do
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    something reduce friction and that might
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    seem very straightforward but classic
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    economic models have ignored that
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    terribly attractive how do you break
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    through someone's attention that can be
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    very simple things personalizing a note
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    an email social we're incredibly
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    influenced by what other people are
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    doing not by what the rules are so a lot
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    of companies for example have lots of
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    rules and so do governments they often
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    don't work very well in contrast you say
  • 00:02:39
    well most of most other people doing so
  • 00:02:41
    you say well most people pay their bill
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    on time much more likely than people
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    will do that
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    the last one is timely you have to work
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    out when our people responsive so a lot
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    of the time we sort of do things on
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    autopilot
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    and you really want to look out for when
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    is havior being disrupted for some other
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    reason and that's the moment at which
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    you can help someone make a change or
  • 00:02:58
    encourage them to do so and so yeast is
  • 00:03:00
    a very simple framework you can think
  • 00:03:02
    about both in your own behavior or
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    particular projects or what you're
  • 00:03:05
    trying to achieve in relation to the
  • 00:03:06
    world
Tags
  • tingkah laku
  • nudge
  • EAST
  • produktiviti
  • insentif
  • kerajaan
  • sains tingkah laku
  • pendidikan
  • interaksi sosial
  • polisi awam