CONCEPTUAL BASIS OF BEHAVIORAL GOVERNANCE
DOI:
https://doi.org/10.32689/2523-4625-2022-5(65)-10Keywords:
behavioural governance, behavioural insights, nudge, libertarian paternalism.Abstract
In today's conditions of deep penetration of digital and innovative technologies into all spheres of social life, behavioral sciences are considered an effective toolkit for an adequate response of social systems to global challenges. The sphere of governance is not an exception in this process. Currently, there are units in more than 200 countries that develop and apply behavioral and cognitive technologies to improve public policy and public administration. The growing influence of behavioral governance requires its in-depth study and approval in the sphere of public administration of Ukraine. The purpose of this article is to explore the conceptual foundations of behavioral governance. As a result of the research, we defined behavioral governance as an interdisciplinary integrated methodological approach in public administration, which is based on the use of psychological knowledge about individual and group behavior of individuals in the process of developing, making and implementing decisions that shape public policy. We also established that the ideological basis of the theory of behavioral governance is formed by behaviorist concepts that suggest using the psychological features of human nature as a resource for effective management. Cognitive studies of the middle of the 20th century, the theory of bounded rationality of Herbert Simon, the discovery of heuristics and prejudices of individuals by Kahneman and Tversky, and the theory of nudging by Thaler and Sunstein had a decisive influence on the formation of concepts of behavioral management. Libertarian paternalism stands as the most complete and representative system of ideas, which reflects the main tendencies of behavioral governance. The behavioral approach, in our opinion, defines the main vector of governance evolution and has the potential to generate innovations in the field of public administration.
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