maruays@hotmail.com25 2558
Harvard Business Review, May 2015
Beshears Gino :1. 2. 3. 4. 5.
1 1 1 1.10
1 ?
.10 .05 1.05
1.10 ( 1 )
2 5 5 5
100 100
100 5 5-5-5
100-100 100
3
48 ?
24 47 48 2
= 24 1
1. 2. 3. 4.
5.
1.
1 (System 1 thinking)
2 (System 2 thinking)
2. :
1.
2.
3.
(insufficient motivation and cognitive biases) 1.
? (lack of motivation)
2. ? (cognitive biases)
4.
(Choice architecture and nudges) Richard Thaler Cass Sunstein .. 2008
(slide ) 4.1 1 ( )
4.1 () 4.1 () 4.1 ()
4.2 2 () 4.2 () 4.2 () 4.2 () 4.2 () 4.2 () 4.2 () 4.2 ()
4.3 () 4.3 () 4.3 ()
4.1 1 4.1 () (Arouse emotions):
4.1 1 () 4.1 () (Harness biases):
(man on the bench effect)
4.1 1 () 4.1 () (Simplify the
process):
(Streamlining processes)
4.2 2 4.2 ()
(Use Joint, rather than, separate evaluations):
4.2 2 () 4.2 () (Create opportunities for
reflection):
4.2 2 () 4.2 () (Use planning prompts):
(Follow through)
4.2 2 () 4.2 () (Inspire broader
thinking): (What should I do?)
(What could I do?)
" " " "
4.2 2 () 4.2 () (Increase accountability):
4.2 2 () 4.2 () (Encourage the
consideration of disconfirming evidence): ( -confirm bias) (-escalation of commitment)
4.2 2 () 4.2 () (Encourage
the consideration of disconfirming evidence)() (
?)
4.2 2 () 4.2 () (Use reminders):
2 1
( )
Atul Gawande (surgery checklist) .. 2008 36% 47%
4.3 4.3 () (Set the default):
4.3 () (Build in Automatic adjustments): 1 2 (add buffer time)
1 2 2 1
5.
:
5.1 5.2 5.3 ( "")
( "")
5.1 (Identify the desired outcome):
5.2
(Identify possible solutions and focus on one):
5.3 (Introduce the change in some areas of the organization (the Treatment group) and not others (the Control group):
Thomas Edison
