助推理论及其应用研究述评与未来展望——行为决策改变的新思路

摘要/Abstract

摘要： 助推是促进行为决策改变的干预方式,已受到心理学、经济学、医学、行为学以及公共政策等领域学者们的广泛关注。本文梳理了国内外学者关于助推的涵义、分类、理论基础、应用等研究并提出当前助推研究的局限性及未来研究展望。以往研究表明助推能帮助人们避免决策偏差带来的不利影响;助推在促进人们健康食品选择等领域发挥着积极作用。现有研究已经探讨了启动、默认选项、社会规范、符号信息等助推策略对人们行为的影响。政府、企业和个体可以运用助推策略促进人们行为决策的改变。

关键词: 助推, 助推策略, 双重加工理论, 行为决策改变

Abstract: Nudges are interventions designed to promote the changes of behavior and decision making. Researchers from the domain of economics, medical science, behavior science and public policy have paid extensive attention to the studies of nudges. This paper reviews the definitions, the categories, the theoretical background and the applications of current nudging studies, and discusses the limitations and future prospects of nudging research. Previous research has shown that nudging is helpful for people to avoid negative influence from decision bias to make better choice. Nudging has positive impact on human behaviors and choices, such as enhancing healthy food choices. Nudging also applies to priming, default, social norm and symbol information on human behavior. The governments, companies and individuals can use nudging to improve the change of behavior and decision making.

Key words: Nudging, Nudge Strategy, Dual Process Theory, Changes of Behavior and Decision Making

中图分类号:

F713.50

周延风, 张婷. 助推理论及其应用研究述评与未来展望——行为决策改变的新思路[J]. 财经论丛, 2019, 35(10): 94-103.

ZHOU Yanfeng, ZHANG Ting. A Literature Review and Future Research Prospects of the Theory and theApplications of Nudging: A New Tool to Change Behaviors and Decision Making[J]. , 2019, 35(10): 94-103.

参考文献

[1] Thaler R. H., Sunstein C. R. Nudge: Improving Decisions about Health, Wealth, and Happiness[M]. New Haven: Yale University Press, 2008.
[2] Oliver A. From Nudging to Budging: Using Behavioral Economics to Inform Public Sector Policy[J]. Journal of Social Policy, 2013, 42(4), pp.685-700.
[3] Huyghe E., Verstraeten J., Geuens M., et al. Clicks as a Healthy Alternative to Bricks: How Online Grocery Shopping Reduces Vice Purchases[J]. Journal of Marketing Research, 2017, 54(1), pp.61-74.
[4] Namazu M., Zhao J., Dowlatabadi H. Nudging for Responsible Carsharing: Using Behavioral Economics to Change Transportation Behavior[J]. Transportation, 2018, 45(1), pp.105-119.
[5] ülkümen G., Cheema, A. Framing Goals to Influence Personal Savings: The Role of Specificity and Construal Level[J]. Journal of Marketing Research, 2011, 48(6), pp.958-969.
[6] Carroll K. A., Samek A., Zepeda L. Food Bundling as a Health Nudge: Investigating Consumer Fruit and Vegetable Selection Using Behavioral Economics[J]. Appetite, 2018, 121, pp.237-248.
[7] Pilaj H. The Choice Architecture of Sustainable and Responsible Investment: Nudging Investors toward Ethical Decision-making[J]. Journal of Business Ethics, 2017, 140(4), pp.743-753.
[8] Wang C., Zhang X., Hann I. H. Socially Nudged: A Quasi-experimental Study of Friends' Social Influence in Online Product Ratings[J]. Information Systems Research, 2018, 29(3), pp.641-655.
[9] 黄元娜,梁竹苑,李纾,等. 以小拨大:默认选项和反应模式效应助推中国器官捐献登记[J]. 心理学报, 2018, 50(8): 868-879.
[10] 李爱梅,王海侠,孙海龙,等. “长计远虑”的助推效应:怀孕与环境跨期决策[J]. 心理学报, 2018, 50(8):858-867.
[11] Aguinis H., Glavas A. What We Know and Don't Know about Corporate Social Responsibility: A Review and Research Agenda[J]. Journal of Management, 2012, 38(4), pp.932-968.
[12] Wilson A. L., Buckley E., Buckley J. D., et al. Nudging Healthier Food and Beverage Choices through Salience and Priming. Evidence from a Systematic Review[J]. Food Quality and Preference, 2016, 51, pp.47-64.
[13] Halpern D. D. Inside the Nudge Unit: How Small Changes Can Make a Big Difference[J]. International Journal of Market Research, 2015, 58 (1), pp.155-157.
[14] Hausman D., Welch B. Debate: To Nudge or not to Nudge[J]. Journal of Political Philosophy, 2010,18, pp.123-136.
[15] Hollands G. J., Shemilt I., Marteau T. M., et al. Altering Micro-Environments to Change Population Health Behaviour: Towards an Evidence Base for Choice Architecture Interventions[J]. BMC Public Health, 2013, 13(1), 1218, pp.1-6.
[16] Hansen P. G. The Definition of Nudge and Libertarian Paternalism: Does the Hand Fit the Glove?[J]. European Journal of Risk Regulation, 2016, (1), pp.1-20.
[17] Blumenthal-Barby J. S., Burroughs H. Seeking Better Health Care Outcomes: The Ethics of Using the “Nudge”[J]. American Journal of Bioethics, 2012, 12(2), pp.1-10.
[18] Hansen P. G., Jespersen A. M. Nudge and the Manipulation of Choice[J]. European Journal of Risk Regulation, 2013, 1, pp.3-28.
[19] Hagman W., Andersson D., Västfjäll D., et al. Public Views on Policies Involving Nudges[J]. Review of Philosophy and Psychology, 2015, 6(3), pp.439-453.
[20] Jung J. Y., Mellers B. A. American Attitudes toward Nudges[J]. Judgment and Decision Making, 2016, 11(1), pp.62-74.
[21] Lepenies R., Maecka M. The Institutional Consequences of Nudging-Nudges, Politics, and the Law[J]. Review of Philosophy & Psychology, 2015, 6(3), pp.427-437.
[22] Hansen P. G., Skov L. R., Skov K. L. Making Healthy Choices Easier: Regulation versus Nudging[J]. Annual Review of Public Health, 2016, 37, pp.237-251.
[23] Kahneman D. Thinking, Fast and Slow[M]. New York: Macmillan, 2011.
[24] Saghai Y. Salvaging the Concept of Nudge[J]. Journal of Medical Ethics, 2013, 39 (8), pp.487-493.
[25] Goswami I., Urminsky O. When Should the Ask be a Nudge? The Effect of Default Amounts on Charitable Donations[J]. Journal of Marketing Research, 2016, 53(5), pp.829-846.
[26] Lamberton C. P., Diehl K. Retail Choice Architecture: The Effects of Benefit-and Attribute-based Assortment Organization on Consumer Perceptions and Choice[J]. Journal of Consumer Research, 2013, 40(3), pp.393-411.
[27] Chapman K., Ogden J. Nudging Customers towards Healthier Choices: An Intervention in the University Canteen[J]. Journal of Food research, 2012, 1(2), pp.13-21.
[28] de Wijk R. A., Maaskant A. J., Polet I. A., et al. An In-store Experiment on the Effect of Accessibility on Sales of Wholegrain and White Bread in Supermarkets[J]. PloS one, 2016, 11(3), pp.1-8.
[29] Romero M., Biswas D. Healthy-left, Unhealthy-right: Can Displaying Healthy Items to the Left (versus Right) of Unhealthy Items Nudge Healthier Choices?[J]. Journal of Consumer Research, 2016, 43(1), pp.103-112.
[30] Maas J., de Ridder D. T. D., de Vet E., et al. Do Distant Foods Decrease Intake? The Effect of Food Accessibility on Consumption[J]. Psychology & Health, 2012, 27(sup2), pp.59-73.
[31] Laran J., Janiszewski C., Salerno A. Exploring the Differences between Conscious and Unconscious Goal Pursuit[J]. Journal of Marketing Research, 2016, 53(3), pp.442-458.
[32] Thorndike A. N., Sonnenberg L., Riis J., et al. A 2-phase Labeling and Choice Architecture Intervention to Improve Healthy Food and Beverage Choices[J]. American Journal of Public Health, 2012, 102(3), pp.527-533.
[33] Sonnenberg L., Gelsomin E., Levy D. E., et al. A Traffic Light Food Labeling Intervention Increases Consumer Awareness of Health and Healthy Choices at the Point-of-purchase[J]. Preventive Medicine, 2013, 57(4), pp.253-257.
[34] Van Kleef E., Seijdell K., Vingerhoeds M. H., et al. The Effect of a Default-based Nudge on the Choice of Whole Wheat Bread[J]. Appetite, 2018,121, pp.179-185.
[35] Loeb K. L., Radnitz C., Keller K., et al. The Application of Defaults to Optimize Parents' Health-based Choices for Children[J]. Appetite, 2017,113, pp.368-375.
[36] Friis R., Skov L. R., Olsen A., et al. Comparison of Three Nudge Interventions (Priming, Default Option, and Perceived Variety) to Promote Vegetable Consumption in a Self-service Buffet Setting[J]. PLoS One, 2017, 12(5), pp.1-16.
[37] Henry H. K. M., Borzekowski D. L. G. Well, That's What Came with it. A Qualitative Study of US Mothers' Perceptions of Healthier Default Options for Children's Meals at Fast-food Restaurants[J]. Appetite, 2015, 87, pp.108-115.
[38] Robinson E., Fleming A., Higgs S. Prompting Healthier Eating: Testing the Use of Health and Social Norm Based Messages[J]. Health Psychology, 2014, 33(9), pp.1057-1064.
[39] Bevelander K. E., Anschütz D. J., Engels R. C. Social Norms in Food Intake among Normal Weight and Overweight x[J]. Appetite, 2012, 58(3), pp.864-872.
[40] Burger J. M., Bell H., Harvey K., et al. Nutritious or Delicious? The Effect of Descriptive Norm Information on Food Choice[J]. Journal of Social and Clinical Psychology, 2010, 29(2), pp.228-242.
[41] House R. J., Hanges P. J., Javidan M., et al. Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies[M]. California: Sage publications, 2004, pp.9-50.
[42] Dayan E., Bar-Hillel M. Nudge to Nobesity II: Menu Positions Influence Food Orders[J]. Judgment and Decision Making, 2011, 6(4), pp. 333-342.
[43] Papies E. K., Potjes I., Keesman M., et al. Using Health Primes to Reduce Unhealthy Snack Purchases among Overweight Consumers in a Grocery Store[J]. International Journal of Obesity, 2014, 38(4), pp.597-602.
[44] Shah A. M., Bettman J. R., Ubel P. A., et al. Surcharges plus Unhealthy Labels Reduce Demand for Unhealthy Menu Items[J]. Journal of Marketing Research, 2014, 51(6), pp.773-789.
[45] Wisdom J., Downs J. S., Loewenstein G. Promoting Healthy Choices: Information versus Convenience[J]. American Economic Journal: Applied Economics, 2010, 2(2), pp.164-178.
[46] Peters J., Beck J., Lande J., et al. Using Healthy Defaults in Walt Disney World Restaurants to Improve Nutritional Choices[J]. Journal of the Association for Consumer Research, 2016, 1(1), pp.92-103.
[47] Colby H., Li M., Chapman G. Carrots By Default: Are Healthy Defaults a Blessing Or a Curse?[C], in NA-Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, 2014, pp.439-442.
[48] Aldrovandi S., Brown G. D. A., Wood A. M. Social Norms and Rank-based Nudging: Changing Willingness to Pay for Healthy Food[J]. Journal of Experimental Psychology: Applied, 2015, 21(3), pp.242-254.
[49] Petrescu D. C., Hollands G. J., Couturier D. L., et al. Public Acceptability in the UK and USA of Nudging to Reduce Obesity: The Example of Reducing Sugar-sweetened Beverages Consumption[J]. PloS one, 2016, 11(6), pp.1-18.
[50] Selinger E., Whyte K. P. Nudging Cannot Solve Complex Policy Problems[J]. European Journal of Risk Regulation, 2012, 3(1), pp. 26-31.
[51] Bruns H., Kantorowicz-Reznichenko E., Klement K., et al. Can Nudges be Transparent and yet Effective?[J]. Journal of Economic Psychology, 2018, 65, pp.41-59.
[52] Biswas D., Szocs C., Chacko R., et al. Shining Light on Atmospherics: How Ambient Light Influences Food Choices[J]. Journal of Marketing Research, 2017, (2), pp.111-123.
[53] Van Kleef E., Otten K., van Trijp H. C. M. Healthy Snacks at the Checkout Counter: A Lab and Field Study on the Impact of Shelf Arrangement and Assortment Structure on Consumer Choices[J]. BMC public health, 2012, 12(1), pp.1-10.
[54] Cioffi C. E., Levitsky D. A., Pacanowski C. R., et al. A Nudge in a Healthy Direction. The Effect of Nutrition Labels on Food Purchasing Behaviors in University Dining Facilities[J]. Appetite, 2015, 92, pp.7-14.