Читать книгу Sustainable Management for Managers and Engineers - Группа авторов - Страница 35

Emphasizing what most people do is a strong cue to make others engage in the same desirable behavior. Highlighting positive behavior, recognizing accepted social norms and cultural dynamics may influence people’s actions accordingly. Educators know that reinforcing good behavior is far more effective than calling attention to and correcting bad behavior. Policymakers use this insight frequently and are often criticized for creating a nanny state. Nevertheless, the results may justify the intervention.

The Behavioural Insights Team in the UK proved to be very efficient when it informed taxpayers that 9 out of 10 people in their area had already paid their taxes. The more personal and focused on their residential area the message, the more effective the nudge proved to be. Moreover, positively reinforcing taxpayers’ good behavior could eventually also be used as a cue. It has not been tested, but one could argue that if the government added a sentence stating that a taxpayer was one of the 9 out of 10 who paid their taxes on time, their motivation to continue to comply would increase.

Banks use this kind of message to help improve payment time, and companies use this idea with bill recurrent payments. For instance, when sending a bill letter, a company could reinforce that other customers pay on time or that the customer always paid on time. It can also be very effective to reinforce good behavior in areas such as recycling, energy-saving, and reducing plastic use. Demonstrating that others have sustainable behaviors encourages individuals to develop these same behaviors.