행동경제학이 역효과가 날 때가 있나요?

“마음으로 원하지 않는데 머리로 생각하는 방식을 이용해서 행동을 유도하는, 악한 넛지를 슬럿지라고 합니다. 다크 패턴이라고도 불립니다. 슬럿지를 극복하기 위해서는 상대방의 마음과 생각과 행동을 정렬해야 합니다.”

*행동경제학개론
행동경제학의 한계와 도전
– #소비자 행동의 유도, 성과, 역효과 등
– 행동경제학의 함정(#슬럿지 )와 #넛지 효과
– 행동경제학의 적용 주의점 등
– #주재우 교수 (국민대학교 경영학과)
#kbs1라디오 #라디오 #KBS라디오 #시사라디오 #KBS1Radio #성공예감이대호입니다 #성공예감 #이대호 #경제 #투자 #오늘의경제뉴스브리핑 #핫이슈인터뷰 #행동경제학

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Reference

Thaler, R. H. (2018). Nudge, not sludge. Science, 361(6401), 431-431.

For some, the world is becoming increasingly complicated in that there are ever greater responsibilities, from selecting health insurance to figuring out how much to save for retirement. Ten years ago, my friend (and Harvard law professor) Cass Sunstein and I published a book called Nudge: Improving Decisions About Health, Wealth, and Happiness that offered a simple idea. By improving the environment in which people choose—what we call the “choice architecture”—they can make wiser choices without restricting any options. The Global Positioning System (GPS) technology on smartphones is an example. You decide where you want to go, the app offers possible routes, and you are free to decline the advice if you decide to take a detour. Sunstein and I stressed that the goal of a conscientious choice architect is to help people make better choices “as judged by themselves.” But what about activities that are essentially nudging for evil? This “sludge” just mucks things up and makes wise decision-making and prosocial activity more difficult.