{"id":212,"date":"2018-09-21T22:00:53","date_gmt":"2018-09-21T22:00:53","guid":{"rendered":"http:\/\/localhost\/finance\/?p=212"},"modified":"2018-09-21T22:00:53","modified_gmt":"2018-09-21T22:00:53","slug":"enterprise-performance-management-epm-for-santa-claus-inc-2","status":"publish","type":"post","link":"https:\/\/s8.digitalhypepro.com\/?p=212","title":{"rendered":"NUDGING, la \u00faltima tendencia para generar\u00a0nuevos h\u00e1bitos."},"content":{"rendered":"\n

Por: Camilo Vergara<\/a><\/strong><\/em> <\/p>\n\n\n

\u00bfQuieres aprender a generar h\u00e1bitos productivos? En este art\u00edculo, conocer\u00e1s sobre la econom\u00eda conductual y el nudging, un tema apasionante que estudia el comportamiento humano y da herramientas para comprender c\u00f3mo influenciar positivamente a las personas de tu organizaci\u00f3n.<\/em><\/strong><\/p>\n

La Econom\u00eda Conductual es una tendencia de estudios econ\u00f3micos desarrollada por varios autores, entre los que se destaca Richard Thaler. Sin el \u00e1nimo de desarrollar un estudio acad\u00e9mico voy a tratar de explicar brevemente esta nueva teor\u00eda, con el objetivo de ilustrar su importancia para la Generaci\u00f3n de H\u00e1bitos, campo que nos apasiona en Spira<\/a>.<\/p>\n

La Econom\u00eda Conductual estudia la toma de decisiones de las personas \u201ccomunes y corrientes\u201d bas\u00e1ndose en tres principios: 1) lo seres humanos tenemos preferencias (consientes y muchas veces inconscientes); 2) tenemos restricciones presupuestales que determinan nuestra escogencia; 3) usualmente nos decidimos por la opci\u00f3n que creemos nos puede dar la mejor relaci\u00f3n costo\/beneficio.<\/p>\n

Aunque suene obvio, la teor\u00eda de Thaler es profunda y revela (a trav\u00e9s de experimentos sociales y observaciones realizadas a m\u00e1s de 80.000 personas) que, aunque todos te\u00f3ricamente actuamos sobre las anteriores premisas, realmente pocas veces actuamos acorde a ellas. La raz\u00f3n b\u00e1sica que expone es lo que llama \u201ccomportamiento en piloto autom\u00e1tico\u201d, que se refiere a la tendencia humana b\u00e1sica de posponer lo que requiere esfuerzos especiales, involucra riesgos perceptuales o nos pide que salgamos de nuestra zona de confort. As\u00ed, Thaler demuestra que preferimos ganancias m\u00e1s peque\u00f1as con tal de tener periodos peque\u00f1os de inversi\u00f3n, ejemplo: preferimos desplazarnos 5 kms por un descuento del 15% en un bien de 10 d\u00f3lares a viajar 50 kms por un descuento del 25% en un bien de 1000 d\u00f3lares.<\/p>\n

Tenemos la tendencia de tomar decisiones equivocadas o \u201cirracionales\u201d por pereza, aversi\u00f3n al riesgo, preferencias sociales o falta de autocontrol y por esto necesitamos autoridades o jerarqu\u00edas sociales que nos ayuden a tomar las decisiones adecuadas; en este punto entra el principal aporte de Thaler (en compa\u00f1\u00eda de Sustain): el Nudging o los \u201cpeque\u00f1os empujones\u201d. Esta nueva herramienta (que le vali\u00f3 el Premio Nobel de Econom\u00eda en el a\u00f1o 2017) promueve la generaci\u00f3n de peque\u00f1os empujones (visuales, ling\u00fc\u00edsticos, sociales, etc.) para que las personas que tienen capacidad de influir en decisiones, sugieran a otros los comportamientos deseables para determinar cierto curso de acci\u00f3n.<\/p>\n

Sin entrar en mucha discusi\u00f3n te\u00f3rica, aunque est\u00e1 muy bien documentado, no sugiere nada extraordinariamente novedoso. Richard Bandler ya lo hab\u00eda expuesto en los ochentas cuando hablaba de \u201cpredicados verbales\u201d y \u201cmodos representativos\u201d hablando de PNL (1983), o Charles Duhigg (2012) cuando propone su modelo de generaci\u00f3n de h\u00e1bitos basado en impulsos y recompensas. Lo importante de Thaler es que logra su implementaci\u00f3n a niveles de experimentos sociales y demuestra ampliamente la efectividad para situaciones sencillas en d\u00f3nde se necesita generar h\u00e1bitos saludables o evitar accidentes en v\u00edas problem\u00e1ticas hasta temas m\u00e1s complejos como tomar buenas decisiones financieras.<\/p>\n

Un buen ejemplo de la influencia de Thaler es la iniciativa de Volkswagen. La firma Alemana decidi\u00f3 promocionar una vida saludable desde decisiones simples de la vida diaria, como escoger subir una escalera en lugar de utilizar una el\u00e9ctrica. La mejor manera de lograr que los transe\u00fantes del metro de Estocolmo acogieran su iniciativa fue montando un piano sobre la escalera, para que as\u00ed con la iniciativa de jugar y hacer sonar el piano, la gente prefiriera la \u201copci\u00f3n m\u00e1s dif\u00edcil\u201d. Y lo lograron: con la instalaci\u00f3n del piano se aument\u00f3 en un 66% el uso de la escalera. Ver video 1 aqu\u00ed<\/a>. Leer  estudio Social Stairs: taking the Piano Staircase towards long- term behavioral change <\/em>aqu\u00ed<\/a>.<\/p>\n

A partir de este caso se han generado multitud de iniciativas de \u201cnudges\u201d y por eso ahora vemos v\u00edas pintadas con rallas horizontales blancas para aumentar la percepci\u00f3n de velocidad y disminuir la velocidad real en curvas peligrosas, juegos iconogr\u00e1ficos en ba\u00f1os para generar conciencia de la importancia de la higiene y participaci\u00f3n voluntaria para contribuir el aseo de los mismos o barras de ensalada a la entrada de cafeter\u00edas escolares para desincentivar la comida \u201cchatarra\u201d, por citar algunos ejemplos.<\/p>\n

\"\"<\/p>\n

Aunque podr\u00edamos pensar que son iniciativas que deben ser llevadas a cabo con esfuerzos estatales o de gran escala, en Spira nos hemos dado cuenta de que se pueden realizar a cualquier escala y son esenciales a la hora de generar h\u00e1bitos productivos. Las personas en sus equipos no act\u00faan mal a prop\u00f3sito, no hacen lo que se supone que deben hacer en la mayor\u00eda de los casos porque no saben cu\u00e1les son los comportamientos exitosos que los van a llevar al cumplimiento de sus objetivos. Aqu\u00ed entran los nudges (empujones) donde usted o su organizaci\u00f3n deben identificar esos comportamientos, estandarizarlos y comunicarlos con iniciativas claras para influenciar ese comportamiento buscado. En Spira les podemos ayudar a encontrar estos comportamientos y a realizar campa\u00f1as \u201cconductuales\u201d para garantizar que sus programas de entrenamiento y desarrollo sean realmente trascendentes, aplicables y generen el impacto buscado.<\/p>\n

Preg\u00fantenos c\u00f3mo, estaremos encantados de ayudarlos.<\/p>\n

<\/p>\n

\"\" \"\" \"\" \"\" \"\" \"\"<\/p>","protected":false},"excerpt":{"rendered":"

Por: Camilo Vergara \u00bfQuieres aprender a generar h\u00e1bitos productivos? En este art\u00edculo, conocer\u00e1s sobre la econom\u00eda conductual y el nudging, un tema apasionante que estudia el comportamiento humano y da herramientas para comprender c\u00f3mo influenciar positivamente a las personas de tu organizaci\u00f3n. La Econom\u00eda Conductual es una tendencia de estudios econ\u00f3micos desarrollada por varios autores, […]<\/p>\n","protected":false},"author":15,"featured_media":1874,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[92,99,101,102],"tags":[97,98,100],"class_list":["post-212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-capacitacion","category-habitos","category-resultados","category-tecnologia","tag-business","tag-consulting","tag-management"],"aioseo_notices":[],"yoast_head":"\nNUDGING, la \u00faltima tendencia para generar\u00a0nuevos h\u00e1bitos. - Spira<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/s8.digitalhypepro.com\/?p=212\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NUDGING, la \u00faltima tendencia para generar\u00a0nuevos h\u00e1bitos. - Spira\" \/>\n<meta property=\"og:description\" content=\"Por: Camilo Vergara \u00bfQuieres aprender a generar h\u00e1bitos productivos? 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