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Ses Davranış Değiştirme Modeli: Davranışsal İktisatta Aktif Karar Verme ve Harekete Geçirme

Year 2020, Volume: 3 Issue: 1, 93 - 123, 30.06.2020

Abstract

Bir değişim programı neden başarısızlığa uğramakta ve nasıl doğru şekilde tasarlanabilir? Makalede, sorun, engel, sonuç (SES) modeli çerçevesinde değişim yönetimi programlarının tıkanma noktaları gösterilmekte ve aşmanın yolları tartışılmaktadır. Bir organizasyonun veya bireyin değişimi gerçekleştirmesi için aktif karar alması gereken durumlar vardır. Ancak sorunu anlayamama, tembellik, tutukluk, yılgınlık, sonuçtaki belirsizlik gibi faktörlerden dolayı sürekli karar vermeyi ötelemekte ve statükoyu muhafaza etmektedir. Birçok değişim çalışmaları kamu ve özel sektörde başarısızlıkla sonuçlanmaktadır. Bir değişim tasarımının da sorun, engel, sonuç (SES) sürecinde aksama olursa dönüşüm gerçekleşmez. Davranışsal model tasarlanma sürecinde sorunun varlığından kullanıcıyı haberdar etmek, kullanıcının karşılaştığı engelleri ortadan kaldırmak ve kullanıcıya sonuçları görülür kılmak gereklidir. Davranışsal iktisatta bu süreci kırmak için çeşitli yöntemler geliştirilmiştir. Bu makalede davranışsal iktisadın değişimi sağlayan 10 farklı aktif karar alma yöntemleri uygulamaları ile gösterilmektedir. Bunlar arasında: fırsat maliyetini göstermek, zorlukları ortadan kaldırma, zorunlu tercih, seçenek yükü, alışkanlığa bağlama, eğer…o zaman, görünen amaç ve zihinsel canlandırma, azlık sezgisel kuralı, atanan hedefler, önce soğuk kurbağa yemedir.

References

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Year 2020, Volume: 3 Issue: 1, 93 - 123, 30.06.2020

Abstract

References

  • Ariely, D. (2012). Predictably Irrational, Harper Perennial, New York. Ariely, D. (2013). The Honest Truth About Dishonesty: How We Lie to Everyone--Especially Ourselves. Harper Perennial. Baldwin, M. W., & Sinclair, L. (1996). Self-esteem and "if…then" contingencies of interpersonal acceptance. Journal of Personality and Social Psychology, 71(6), 1130–1141 Barr, M & R. Blank (Eds.), Insufficient funds: Savings, assets, credit, and banking among low-income households. Russell Sage Foundation Press (pp. 121–145). Beer, M., Eisenstat, R. A., & Spector B. (1990). The Critical Path to Corporate Renewal. Harvard Business Review Press; BEworks. Behavioral Economics. http://beworks.com/ Burow, P. (2016). Behavioral Economics for Business - 2nd edition: How the insights of behavioral economics can transform your business. Peter Burow. Clocky (2020). Never Oversleep Again. www.clocky.com Dhami, S. (2017). The Foundations of Behavioral Economic Analysis. Oxford University Press. Cheema, A., & Bagchi, R. (2011). The Effect of Goal Visualization on Goal Pursuit : Implications for Individuals and Managers. Journal of Marketing, 75(2), 109–123. Cialdini, R. (2001). Harnessing the Science of Persuasion. Harvard Business Review. 79. Donaker G., Luca, M. (2017). Why COOs Should Think Like Behavioral Economists.Harvard Business Review, October, https://hbr.org/2017/10/why-coos-should-think-like-behavioral-economists Gollwitzer, Peter. (1999). Implementation Intentions: Strong Effects of Simple Plans. American Psychologist, 54. 493-503. Grant, A,M., & Hofmann, D. A. (2011). It's Not All About Me: Motivating Hand Hygiene Among Health Care Professionals by Focusing on Patients. Psychol Sci, 22, 12, 1494-9. Hsee, C. K., Zhang, J., Wang, L., & Zhang, S. (2013). Magnitude, time and risk differ similarly between joint and single evaluations. Journal of Consumer Research, 40, 172-184. Ideas42. (2018). Walk. http://www.bhub.org/project/aim-high-walk-far/ Lyengar, S. and Lepper, M. (2000). When Choice is Demotivating: Can One Desire Too Much of a Good Thing? Journal of Personality and Social Psychology, 79, 6, 995-1006. Keller, P. A., Harlam, B., Loewenstein, G., & Volpp, K. G. (2011). Enhanced active choice: A new method to motivate behavior change. Journal of Consumer Psychology, 21(4), 376–383. Kelley T. & Kelley, D. (2014). Yaratıcı Özgüven. İstanbul: Optimist Yayınları. Madrian, B. C. 2014. Applying Insights From Behavioral Economics To Policy Design. Annu Rev Economics, 6: 663–688. Naor, M., Goldstein, S. M., Linderman, K.W.,& Schroeder, R.G. (2008). The Role of Culture as Driver of Quality Management and Performance: Infrastructure Versus Core Quality Practices. Decision Sciences, 39, 671-702 Oakley, B ve Sejnowski, T. (2018). Learning How to Learn: How to Succeed in School Without Spending All Your Time Studying; A Guide for Kids and Teens. Penguin. Robbins, M. (2017). The 5 Second Rule: Transform your Life, Work, and Confidence with Everyday Courage, Packaging May Vary. Savio Republic Tavassoli, N. T. (2015). Brand Management: Aligning Business, Brand and Behaviour. London Business School. Thaler, R. H. and Sunstein. C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press. Simon, H. A. (1982). Models of bounded rationality. Cambridge, MA: MIT Press. Wendel, S. (2013). Designing for Behavior Change: Applying Psychology and Behavioral Economics. O’reilly Media, Inc, New York.
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Details

Primary Language Turkish
Subjects Economics
Journal Section Articles
Authors

Mustafa Akın

Publication Date June 30, 2020
Published in Issue Year 2020 Volume: 3 Issue: 1

Cite

APA Akın, M. (2020). Ses Davranış Değiştirme Modeli: Davranışsal İktisatta Aktif Karar Verme ve Harekete Geçirme. Uluslararası Bankacılık Ekonomi Ve Yönetim Araştırmaları Dergisi, 3(1), 93-123.