UKarin Bornett
Igama lesiNgesi "nudge" lithetha into efana no "Push" okanye "nudge". Kwincwadi yabo ka-2008 ethi "Nudge: Improving Decisions About Health, Wealth, and Happiness", iingcali zezoqoqosho uRichard Thaler kunye negqwetha uCass Sunstein bachaza ngokweenkcukacha indlela Nudging unokuchaphazela indlela yokuziphatha komthengi "ngoTsalo" ngelixa ujonga imilinganiselo yokuziphatha kwaye uyijolise kwicala elithile - ngaphandle kwezithintelo okanye izohlwayo. Ababhali bacinga ukuba ukutyhala kufuneka kubonakale kwaye kungalahlekisi umsebenzisi. Ukongeza, abathengi kufuneka basoloko bekwazi ukwenza isigqibo ngokuchasene nudge ngokulula kangangoko kunokwenzeka ukuba banqwenela njalo. Ekugqibeleni, iimpembelelo kufuneka zenzeke kuphela kwimidla yentlalontle yoluntu.
Nudging ngokwenza
Kodwa lubonakala njani ubudenge? Kukho imizekelo emininzi: Kubonisiwe, umzekelo, ukuba umfanekiso weempukane kwindawo yokuchama uyonyusa kakhulu uphawu lweempawu zamadoda. Umzamo wokucoca kwiindawo zokutyela kunye nemivalo esebenzisa obu buqili bunokwehliswa.
Okanye umboniso wokuba yinkampani yaseSwitzerland yenzela imiboniso yokudlala inyanzela abathengi ukuba bonge amanzi. Ibhere elinomkhenkce kwiqhekeza lomkhenkce linokubonwa kwiscreen. Ixesha elide kunye nelishisayo lokuhlamba, ngokukhawuleza umkhenkce we-ice uyanyibilika kwaye ibhere elingena kumanzi liwela emanzini.
Esebenzayo Nudging Enye indlela kukusekwa okuthile koseto oluqhelekileyo. Ngale ndlela, iinkampani okanye amazwe anokukhulula abathengi kwizigqibo zabo. UThaler kunye noSunstein bacaphula imizekelo embalwa ebonisa ukuba iinkcukacha ezichanekileyo zinempembelelo kangakanani ekuthathweni kwezigqibo zabantu. Iyunivesithi yaseNew Jersey, umzekelo, icwangcise umshicileli ukuba "macala omabini" njengokusilela. Kubasebenzisi, ukutshintshela umshicileli ku "cala-cala elinye" kunokwenzeka, kodwa kunzima. Ngokuqhelekileyo, ukushicilelwa kwamacala amabini kwakwenziwa ngokuzenzekelayo. Oku kusindise iyunivesithi ekuthethwa ngayo itotali yamaphepha angama-55 ezigidi xa kuthelekiswa neminyaka emine edlulileyo, engqinelana nokwehliswa kweepesenti ezingama-44 kunye nokukhuselwa kwemithi engama-4.650, XNUMX.
Nudging ke unokukhusela okusingqongileyo okanye ugcine iindleko ngokungagqibeki, okt useto oluqhelekileyo, kunye nenkuthazo. Kodwa imiba ebalulekileyo yezentlalo, enje ngomnikelo womzimba, inokuqwalaselwa ngokumisela umgangatho ngokwendlela Nudging zilawulwe. Imigaqo eyahlukeneyo isebenza apha kuxhomekeke kwisizwe. Kuya kufuneka ukhuthaze umnikelo ngokubonakalayo kwimeko apho kunokwenzeka, njengakwi Germany, okanye ungumnikeli ngokuzenzekelayo kwaye kufuneka ayichase ngokukuku, njenga Austria. Njengoko bekulindelekile, inani labanikeli liphezulu kumzekelo wokugqibela. I-Nudges ke inokusetyenziswa ngokukodwa ngabapolitiki. Amanye amazwe ade abe neyabo kule nto Nudging Iiyunithi ezisekwe ekufundeni iziphumo zezikhonkwane ngokweenkcukacha.
Ngalo lonke elubala kunye nenkululeko yokuzikhethela leyo Thaler kunye Sunstein for Nudging Ukucinga kwangaphambili, abagxeki bakhalaza ngelithi oku ekugqibeleni kukukhohlisa kwaye kuyaxhasa xa uyilo lwesigqibo luyilelwe ngendlela yokuba lubakhokelele abantu kwicala elinye. Omnye umbuzo onzima ngowokuba kwaye ngubani ochaza ukuba yintoni na kwaye ayiloncedo kulowo nalowo kulungekileyo.
Isazi sezoqoqosho uPhilipp Nagels yenye Inqaku "kwihlabathi" ubuncinci ukuqaphela ukuba izigqibo zihlala zenziwa nokuba kunjani kwaye zinesazela okanye zingenalwazi: "Iimeko ezenzeka phantsi kwale nto kufuneka zithathelwe ingqalelo ngononophelo kwaye zixoxwe, kodwa kunqande ukuphembelela isenzo sethu kumxholo siyahamba, nokuba kunjalo. "
Ezinye izihloko eziphambili apha.
Photo / Ividiyo: Shutterstock.
