Komunikācija un atgriezeniskās saites arhitektūra: lauka eksperiments parādu pārvaldības nozarē.
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Date
2021
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Rīgas Stradiņa universitāte
Rīga Stradiņš University
Rīga Stradiņš University
Abstract
Cilvēka lēmumi ne vienmēr ir racionāli – apdomāti un virzīti uz optimālu risinājumu. Viens no neracionālās rīcības piemēriem ir apmaksas kavējums un parādu veidošana cilvēkiem, kuriem ir pieejami finanšu līdzekļi. Kavētie maksājumi atstāj negatīvo ietekmi uz uzņēmējdarbību, radot negatīvas sekas ekonomikai kopumā. Maģistra darbā šī problēma risināta izmantojot jaunākās atziņas un pētījumus pamudināšanas teorijas attīstībā.
Maģistra darba nosaukums ir “Komunikācija un atgriezeniskās saites arhitektūra: lauka eksperiments parādu pārvaldības nozarē”. Maģistra darba mērķis ir izpētīt, vai ir novērojams debitoru maksājumu skaita palielinājums, iekļaujot debitoru komunikācijas vēstījumā pamudināšanas teorijas instrumentus – vairākus izvēles variantus un sociālo noklusējuma izvēli.
Lai sasniegtu mērķi, teorētiskajā daļā detalizēti izpētītas lēmuma pieņemšanas teorijas, pamudināšanas teorija, heiristikas un apņemšanās koncepti. Empīriskajā daļā veikts lauka eksperiments parādu pārvaldības nozarē: sagatavoti un izsūtīti trīs komunikācijas vēstījumi, kuros bija iekļauti pamudināšanas pieejas instrumenti: noklusējuma izvēle – viens apmaksas variants; izvēle no trīs piedāvājumiem; sociālā noklusējuma izvēle. Papildu, salīdzināšanas mērķim, tika izsūtīts standarts uzņēmuma atgādinājums.
Eksperimenta rezultāti parādīja, ka gan izvēles, gan sociālās noklusējuma izvēles iekļaušanai komunikācijas vēstījumā nav novērots maksājuma skaita izmaiņu statistiski nozīmīgs efekts (p ˃ 0,1). Visefektīvākais vēstījums eksperimentā (p < 0,1) ir vēstījums ar vienu apmaksas piedāvājumu, kas atbilst izvēles arhitektūras noklusējuma izvēles principam. Ir novērojams arī enkura heiristikas efekts – piedāvājot debitoriem konkrētas summas apmaksai, tas kalpo kā heiristiskais enkurs. Piedāvājot pakāpeniskas apmaksas iespēju ar precīziem nosacījumiem un termiņiem, debitoriem paaugstinās apņemšanās veikt apmaksu ilgtermiņā. Ir atrasta arī pamudināšanas pieejas izvēles arhitektūras pamatprincipu pozitīva iedarbība uz debitoru uzvedību.
Iekļaujot pamudināšanas pieejas instrumentus komunikācijas vēstījumā parādu pārvaldības nozarē ir iespējams mainīt debitora uzvedību – ietekmēt veikto maksājuma skaitu, apmēru, papildu komunikāciju pēc vēstījuma saņemšanas un apņemšanās ilgtermiņā veikt parāda apmaksu. Bet, jāņem vērā, ka pamudināšanas pieeja nav universāla. Būtisku lomu uzvedības maiņā spēlē pamudināšanas instrumentu izvēle un kognitīvie mehānismi, kuri nav atdalāmi un darbojās, neatkarīgi no izvēlētas komunikācijas darbības.
Human decisions are not always rational – deliberate and aimed to the optimal solution. Example of irrational behavior – people who have appropriate financial resources, are not paying their debts. Late payments have negative impact on business and negative consequences for the whole economy. The study solves this problem by using the latest findings and researches of nudge theory. The title of the master's thesis is “Communication and feedback architecture: a field experiment in the debt management industry”. The aim of the master's thesis is to investigate if there will be an increase in the number of payments, including in the communication message nudge theory’s tools – amount of payment choice and social default. In order to achieve master’s thesis aim the research of customer decision making theories, nudge theory, heuristics and commitment was studied in details in theoretical part of the work. To examine theoretical findings in a real world, a field experiment in the debt management industry was conducted. Nudge approach and choice architecture principals were used to design three communication messages and send them out by post: first message included default option, second – choices of three payment options; third – payment option, marked as social default. In addition, to compare results, a standard company reminder was sent out. The results of the experiment showed that the inclusion of payment choice options and payment option marked as a social default in the communication message has no statistically significant effect (p ˃ 0,1) on the number of payments. The most effective communication message (p < 0,1) is a message with a single payment offer that correspond with nudge approach default choice architecture principle. There is also a heuristic anchor effect by offering customer a specific payment amount. By offering the possibility of paying debt by installments with precise conditions and due dates, customers increase their commitment to long-term payments. The positive effect on the behavior of customers has been found, included basic principles of choice architecture in communication message. It is possible to change the customer's behavior including nudge approach principles in the communication message in the debt management industry. There were detected following effects un customer’s behavior: influence the number and amount of the payments made, additional communication after receiving the message and commitment to pay the debt. But nudge approach is not universal. The choice of nudge tools and cognitive mechanisms play an important role in behavior change.
Human decisions are not always rational – deliberate and aimed to the optimal solution. Example of irrational behavior – people who have appropriate financial resources, are not paying their debts. Late payments have negative impact on business and negative consequences for the whole economy. The study solves this problem by using the latest findings and researches of nudge theory. The title of the master's thesis is “Communication and feedback architecture: a field experiment in the debt management industry”. The aim of the master's thesis is to investigate if there will be an increase in the number of payments, including in the communication message nudge theory’s tools – amount of payment choice and social default. In order to achieve master’s thesis aim the research of customer decision making theories, nudge theory, heuristics and commitment was studied in details in theoretical part of the work. To examine theoretical findings in a real world, a field experiment in the debt management industry was conducted. Nudge approach and choice architecture principals were used to design three communication messages and send them out by post: first message included default option, second – choices of three payment options; third – payment option, marked as social default. In addition, to compare results, a standard company reminder was sent out. The results of the experiment showed that the inclusion of payment choice options and payment option marked as a social default in the communication message has no statistically significant effect (p ˃ 0,1) on the number of payments. The most effective communication message (p < 0,1) is a message with a single payment offer that correspond with nudge approach default choice architecture principle. There is also a heuristic anchor effect by offering customer a specific payment amount. By offering the possibility of paying debt by installments with precise conditions and due dates, customers increase their commitment to long-term payments. The positive effect on the behavior of customers has been found, included basic principles of choice architecture in communication message. It is possible to change the customer's behavior including nudge approach principles in the communication message in the debt management industry. There were detected following effects un customer’s behavior: influence the number and amount of the payments made, additional communication after receiving the message and commitment to pay the debt. But nudge approach is not universal. The choice of nudge tools and cognitive mechanisms play an important role in behavior change.
Description
Stratēģiskā un sabiedrisko attiecību vadība
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Strategic and Public Relations Management
Informācijas un komunikācijas zinātnes
Information and Communication Sciences
Keywords
Uzvedības maiņas komunikācija, pamudināšanas teorija, lauka eksperiments, parādu pārvaldības nozare, izvēle, sociālā norma, heiristika, apņemšanās, Behavior change communication, nudge theory, field experiment, debt management industry, choice, social norm, heuristics, commitment