UKarin Bornett
Igama lesiNgisi elithi "nudge" lisho into efana ne- "Push" noma "poke". Encwadini yabo yango-2008 ethi "Nudge: Improving Decisions About Health, Wealth, and Happiness", osomnotho uRichard Thaler nommeli uCass Sunstein bachaza ngokuningiliziwe ukuthi Nudging ingaba nomthelela ekuziphatheni komthengi nge- "Push" ngenkathi ubheka izici zokuziphatha futhi uyiqondise endaweni ethile - ngaphandle kokuvinjelwa noma izinhlawulo. Ababhali bacabanga ukuthi ukuphusha kufanele kube sobala futhi kungadukisi umthengi. Ngaphezu kwalokho, abathengi kumele bahlale bekwazi ukunquma ngokungahambisani kalula ngangokunokwenzeka uma befisa. Ekugcineni, ithonya kufanele lenzeke kuphela ngenhloso yenhlalakahle yomphakathi.
Nudging ngokwenza
Kepha lubukeka kanjani ubunqunu? Kunezibonelo eziningi: Isibonelo, kuye kwaboniswa ukuthi isithombe seflaya emgodini womchamo sikhulisa ngokunemba kwamadoda. Umzamo wokuhlanza ezindaweni zokudlela kanye nemigoqo esebenzisa leliqhinga kungancishiswa kakhulu.
Noma isibonisi esenziwa yinkampani yaseSwitzerland eyenzela izihlambi idlala abathengi ukuthi bonge amanzi. Ibhere elingena polar ku-ice floe libonakala esibukweni. Uma isishizi eside futhi sishisa, ngokushesha iqhwa ligeleza futhi ibhere elingena emanzini liwela emanzini.
Osebenza ngempumelelo Nudging Enye indlela ukusungulwa okuqondile kwezilungiselelo ezijwayelekile. Lokhu kuvumela izinkampani noma izifundazwe ukuthi zenzele abathengi izinqumo. UThaler noSunstein basho izibonelo ezimbalwa ezibonisa ukuthi imihlahlandlela ejwayelekile inomthelela kangakanani ekuthathweni kwezinqumo kwabantu. Isibonelo, inyuvesi eseNew Jersey, isethe iphrinta "ukuba ibe nezinhlangothi ezimbili" njengokuzenzakalelayo. Kubasebenzisi, ukushintshela iphrinta "kuprinta ngohlangothi olulodwa" kungenzeka, kepha kube nzima. Ngokuvamile, ukunyathelisa emaceleni omabili kwakwenziwa ngokuzenzakalela. Lokhu kusindise inyuvesi okukhulunywa ngayo ingqikithi yamaphepha ayizigidi ezingama-55 uma kuqhathaniswa neminyaka emine eyedlule, okuhambisana nokwehliswa kwamaphesenti angama-44 nokuvikelwa kwezihlahla ezingama-4.650.
Nudging ngakho-ke ingavikela imvelo noma yonge izindleko ngokwakhona, isb.izilungiselelo ezijwayelekile, kanye nezikhuthazi. Kepha izici ezibalulekile zenhlalo, njengomnikelo wesitho, nazo zingalungiswa ngokubeka indinganiso ngomqondo we Nudging qondiswa. Kusetshenziswa imithetho ehlukene lapha ngokuya ngesizwe. Kuzofanele ukuthi ukhuthaze ngenkuthalo umnikelo uma kwenzeka, njengakwi Germany, noma ungumnikeli ngokuzenzakalelayo futhi kufanele akuphikise lokhu, njengokuthi ngaphakathi Austria. Njengoba bekulindelekile, inani labaxhasi liphakeme esibonelweni sakamuva. Ama-nudges ngakho-ke angasetshenziswa ikakhulukazi osopolitiki. Amanye amazwe aze abe nezabo zalokhu Nudging Amayunithi asungulwe ukutadisha imiphumela yama-nudges ngokuningiliziwe.
Ngokucaca konke kanye nenkululeko yokuzikhethela uThaler noSunstein abenzele yona Nudging umcabango, abagxeki bakhononda ngokuthi lokhu ekugcineni kuwukukhohlisa nokuthi kuyavikela uma ukwakhiwa kwezinqumo kwakhiwe ngendlela yokuthi iqondise abantu ohlangothini olulodwa. Omunye umbuzo onzima ukuthi kanjani futhi ngubani ochaza ukuthi yini nokuthi yini engalusizo kumuntu ngamunye nakwinzuzo yabantu bonke.
Isazi sezomnotho uPhilipp Nagels sinye Inqaku "emhlabeni" okungenani ukubheka ukuthi izinqumo zihlala zenziwa noma kunjalo futhi zithonywe unembeza noma ngokungazi: "Izimo ezenzeka ngaphansi kwalokhu kumele zibhekwe ngokucophelela futhi kuxoxwe ngazo, kepha ukugwema ukuthonya izenzo zethu kumongo lapho siyahamba, noma kunjalo. "
Ezinye izihloko eziphambili lapha.
Photo / Video: Ugogo.
