Discussion of citizen behavioural change using the nudge effect: a perspective based on social policy interventions.

Abstract

Purpose This study aims to present a communication model for promoting value co-creation between citizens and policy makers and to draw out proposals on the rationale in implementing nudge effect as well as key policy implications. The paper also revisits the close relationship between information senders and receivers (citizens) from the perspective of 'citizen behaviour change' and focusses on the nudge effect, which strengthens the communication skills of policy makers (information senders) and accelerates the behaviour change of citizens, i.e. the recipients of information. Based on the study, we propose a conceptual framework to explain the spontaneous incentive structure of citizens. Design, methodology and approach This study uses a conceptual discussion based on a literature review. It examines the nudge effect on citizen behaviour based on information and communications models and theories. From critical discussions of literature, it proposes an analytical model that focusses on the nudge effect put forwards in behavioural economics and takes into account the importance of measures to increase the sensitivity and empathy of the recipients of information. Findings We revisited the relationship between information senders and receivers from the perspective of citizen behavioural change and focus on the nudge effect, which strengthens the communication power of policy makers and accelerates the behavioural change of citizens, i.e. the recipients of information. According to the study, we propose a conceptual framework to explain citizens’ spontaneous incentive structure. The dual perspective of policy makers and citizens should be central to the collaboration between citizens and policy makers to enhance the effectiveness of social policies, where the scope and type of value generated and the perspective of social value are essential. Originality Up to this point, in examinations of encouraging behavioural change in information recipients, attention has been focussed on the aspect of increasing the sender’s ability to transmit information. Interventions, such as increasing the energy of the delivery, increasing the frequency and diversifying the media to make a strong impression on the receiver’s consciousness, have been considered and implemented. However, this study suggests that, in addition to such efforts on the part of the sender, it is important to increase the sensitivity and affinity of the receiver to the message as preliminary preparation to receiving it. Research limitations/implications This paper bridges the interdisciplinary research fields of behavioural economics and social policy. It is hoped that the model proposed in this paper will be an effective discussion framework for relevant researchers and practitioners when considering human resource training and system building related to information dissemination. In addition, it is hoped the model will be an effective tool for deepening discussions on topics that help to facilitate information transfer and communication within organisations. Practical contributions The realisation of policy intentions within the core elements of the social policy process, such as the definition of key objectives, policy mechanisms and legislation, are central elements of policy formation and are said to be highly similar across countries. The framework proposed in this study is a valid resource that can be applied in other countries and can be expected to act an effective guidepost for policy makers and other stakeholders engaged in social policy.