الگوی تلنگر رفتاری به مثابه محرک اجرای خط‌مشی‌های اداری و استخدامی کشور

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه عالمه طباطبایی، تهران، ایران.

2 استاد، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه عالمه طباطبایی، تهران، ایران.

3 دانشیار، گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشگاه عالمه طباطبایی، تهران، ایران.

10.22111/jmr.2026.53705.6465

چکیده

با گسترش بهره‌گیری از یافته‌های علوم رفتاری در عرصه خط­مشی گذاری عمومی، مفهوم «تلنگر رفتاری» به‌عنوان یکی از ابزارهای تغییر رفتار، جایگاه ویژه‌ای یافته است. تلنگرها می­توانند به طور قابل توجهی بر تصمیمات و رفتارها تأثیر بگذارند و طراحی و اثربخشی خط مشی‌های اداری و استخدامی را بهبود بخشند. هدف این پژوهش، شناسایی و تبیین مؤلفه‌های تلنگر رفتاری و تبیین نقش آن در بهبود اجرای خط‌مشی‌های اداری و استخدامی کشور است. پژوهش حاضر از نظر هدف، کاربردی و از حیث روش، کیفی از نوع تحلیل مضمون است. داده‌ها از طریق مصاحبه نیمه‌ساخت‌یافته با ۱۲ نفر از مدیران، کارشناسان و صاحب‌نظران حوزه مدیریت دولتی و خط‌مشی‌گذاری عمومی که در دستگاه­های اجرایی مشغول فعالیت بودند؛ گردآوری شد. در مجموع ۳۲۱ کد پایه، ۵۳ مضمون سازمان‌دهنده و ۸ مضمون فراگیر شناسایی گردید. یافته‌ها نشان می‌دهد که مؤلفه‌هایی همچون آگاه‌سازی و جریان رسانه‌ای، ساده‌سازی فرآیندها، برجسته‌سازی، هنجارهای اجتماعی، خط‌مشی‌های پیش‌فرض و انصراف، نهادهای مردمی، عناصر تغییرات محیط و پایش‌ها و هشدارها از جمله عوامل کلیدی در به‌کارگیری تلنگر رفتاری برای بهبود اجرای خط‌مشی‌های اداری به‌شمار می‌آیند. نتایج نشان داد که تلنگرهای رفتاری از طریق سازوکارهای نرم و ادغام در ساختارهای اجرایی بر رفتار مجریان تأثیر می‌گذارند. این الگو با برجسته‌سازی نهادهای اجتماعی و مردمی، ساده­سازی، طراحی پیش‌فرض‌های هوشمند و... می‌تواند کارآمدی اجرای خط‌مشی‌های اداری و استخدامی ایران را ارتقا دهد و پیوندی میان منطق طراحی و مرحله اجرا برقرار سازد.

کلیدواژه‌ها

عنوان مقاله [English]

The Behavioral Nudge Model as a Driver for the Implementation of Administrative and Employment Policies in Iran

نویسندگان [English]

  • Etebar Naghdi 1
  • MirAli SeyedNaghavi 2
  • Vajeollah Ghorbanizadeh 2
  • Hossein Aslipour 3
1 Ph.D. Candidate in Management, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
2 Professor, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
3 Associate Professor, Department of Public Administration, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran.
چکیده [English]

Abstract
With the growing use of behavioral science findings in the field of public policymaking, the concept of the behavioral nudge has gained a prominent position as one of the key tools for influencing and changing behavior. Nudges can significantly affect decisions and actions, demonstrating how behavioral insights can enhance the design and effectiveness of administrative and employment policies. The purpose of this study is to identify and explain the components of behavioral nudges and clarify their role in improving the implementation of administrative and employment policies in the country. This research is applied in its purpose and qualitative in nature, employing thematic analysis as its methodological approach. Data were collected through semi-structured interviews with 12 managers, experts, and scholars in the fields of public administration and public policy. In total, 321 basic codes, 53 organizing themes, and 8 overarching themes were identified. The findings indicate that components such as awareness-raising and media flow, process simplification, salience, social norms, default and opt-out policies, civic institutions, environmental change factors, and monitoring and warning mechanisms are among the key factors in applying behavioral nudges to improve the implementation of administrative policies
Introduction
The application of behavioral insights, particularly the concept of nudging, has attracted increasing attention in the field of public policymaking. Nudges can significantly influence individual decisions and behaviors. A review of the literature on behavioral nudges reveals how these insights can enhance the design and effectiveness of administrative and employment policies. Behavioral economics and public policy provide a conceptual framework for understanding human decision-making, demonstrating that individuals often deviate from rational behavior due to cognitive biases and heuristics.
Materials and Methods
This study employs a qualitative–quantitative exploratory mixed-methods design and is developmental–applied in its purpose. Using in-depth interviews and thematic analysis, the research seeks to gain a comprehensive understanding of behavioral nudges. The statistical population consists of experts, managers, and informed practitioners in the academic and practical domains of public administration, particularly those engaged in administrative and employment affairs. Accordingly, the participants included experienced managers and experts from the Administrative and Recruitment Organization with at least five years of relevant professional experience. Participants were selected through purposive theoretical sampling. In this study, data from the qualitative phase were analyzed using the thematic analysis technique, a flexible qualitative approach that allows researchers to identify, analyze, and interpret meaningful patterns within the data. Data analysis was conducted with the assistance of MAXQDA software.
Discussion and Results
In total, 321 basic codes, 53 organizing themes, and 8 overarching themes were identified. The findings indicate that components such as awareness-raising and media flow, process simplification, salience, social norms, default and opt-out policies, civic institutions, environmental change factors, and monitoring and warning mechanisms are among the key factors in applying behavioral nudges to improve the implementation of administrative policies.
Conclusion
From a policymaking perspective, the findings suggest that the government should adopt a hybrid behavioral nudge model to enhance the implementation of administrative policies. In this model, policies are introduced through simple and comprehensible messages, social institutions actively participate in their execution, and monitoring and alert mechanisms help sustain desirable behaviors over time. Adopting such an approach not only reduces internal organizational resistance but also improves administrative efficiency and increases public satisfaction. Consistent with the findings of Sunstein (2016) and Ors et al. (2018), the use of behavioral insights can serve as a bridge between rule-based policymaking and human-centered policymaking, facilitating the transition from directive management to intelligent and participatory governance within the administrative system

کلیدواژه‌ها [English]

  • Behavioral Nudge
  • Policy Implementation
  • Public Policymaking

مراجع

منابع فارسی
شمسی، فاطمه؛ ملک‌زاده، غلامرضا؛ خوراکیان، علی‌رضا؛  زارعی‌متین، حسن. (1401) طراحی الگوی مدیریت تلنگر در مراکز بهداشتی درمانی. فصلنامه مطالعات رفتار سازمانی، 1–22
نوروزی، میکائیل؛ عبدالحسین زاده، محمد. (1402) گونه شناسی ابزارهای رفتاری در عرصه حکمرانی و کارکرد آن در ارتقای نظام قانونگذاری. دوره 31، شماره 11
واعظی، سیدکمال؛ شیرانی فرادنبه، آرش. (4141). شناسایی سوگیریها و تلنگرهای رفتاری در مدیریت بحران، پژوهش های مدیریت عمومی، 18(69)، 155-188. 
 
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پژوهش های مدیریت عمومی
دوره 19، شماره 73 - شماره پیاپی 73
علمی -پژوهشی
مهر 1405
صفحه 95-126

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