Changing Behaviour of Customers, Employees, Citizens and Ourselves: Nudging

The course concerns the conscious use of nudging techniques at work.

Programme dates: April 26, 2017

Programme will take place in Tallinn. The exact place will be announced later.

CONTEXT

Most company management (staff, marketing, etc.) and public sector decision-makers assume that people – employees, consumers and citizens – are more or less rational beings. They are, of course, emotional, hardly all-knowing and all-capable, and too focused on the short term, but still reasonable. This assumption is at the basis of solutions to several specific problems, for example, price policies, motivational programmes, policies, etc.

But what happens when people systematically deviate from the model of rationality and make mistakes naturally and regularly? It turns out that sometimes all that a person needs is a nudge or a slight push in the direction of a better alternative, which brings benefit both to themselves and others. It is the expertise of a relatively new branch of economics, behavioural economics, which calls these actions ‘nudges’.

WHO SHOULD ATTEND AND WHY?

The course is intended for managers of all levels (company, staff, marketing, PR, etc.) both in the private and public sector, whose daily work includes organising the cooperation of people and the efficient utilisation of resources.

CONTENT

The course concerns the conscious use of nudging at work. To do it successfully, either by borrowing or coming up with your own nudging techniques, you have to be aware of several links among sociology, cognitive sciences, anthropology and psychology, which explain human behaviour and bias errors.

On the other hand, knowledge alone will not be enough. To become a successful nudger, imagination is crucial. The usual tools – orders, instructions, informing, discussions and restrictions – will not do here. In order to find ways of successfully altering people’s behaviour to follow indirect instructions voluntarily and in good will, you have to take a creative and different look at your own and others’ behaviour. Successful nudging is largely a team effort. There’s a reason why the British BIT team consists of scientists, advertising specialists and even artists. When the nudging variants are ready, they are put to the test to determine which of them will bring the most desirable results.

After the course, the participants will have a better and more detailed understanding of their own and their colleagues’ and employees’ decision-making process, and will be able to determine the situation’s direct impact on choices made, identify situations when their choice is being manipulated with, construct choice situations by using nudging tools, and choose the most efficient/affordable nudging technique. In other words, simply gain a better understanding of the reasoning behind seemingly irrational behaviour.

FACULTY

Roberts Ķīlis is is a visiting lecturer at SSE Riga and a social anthropologist. Ķīlis has a doctorate in philosophy from Cambridge University’s Division of Social Anthropology. Ķīlis has been the head of the President’s Intelligence Committee (2008–2011) and the Minister of Education and Science (2011–2013). He also reads lectures to the SSE Riga students and has developed and taught training courses on strategy development, communication, argumentation and persuasion techniques, and the usage of research and data analysis in decision-making.

Roberts Ķīlis has employed the nudging approach in the development and introduction of the Metropole smart office of Lattelecom (2015), as well as has modified the Evolution Latvia motivation and payment system.

PARTICIPATION FEE

EUR 350 + VAT for early applications (if payment is made before April 8)
EUR 425 + VAT standard fee

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For additional programme information
please contact:

 


Santa Zeidaka
EMBA & Executive Education Recruitment Co-ordinator
santa.zeidaka@sseriga.edu
Phone: +371 67015824 / +371 29682525