طراحي مدل ابزارهاي تغيير رفتار عموم در خط‌‌ مشي رفتاري مبتني بر انديشه شهيد مطهري (ره)

Designing a Model of Public Behavior Change Tools in Behavioral Public Policy Based on Thoughts of Iranian Philosopher Martyr Ayatollah Morteza Motahari

هدف: هدف پژوهش حاضر، احصاي سازوكارهاي تغيير رفتار عموم در نگاه اسلامي با تكيه بر آراي شهيد مطهري است. روش: جهت‌گيري پژوهش، بنيادين و به‌لحاظ نوع روش، كيفي و به‌شيوه توصيفي اكتشافي است. جامعه پژوهش، تمامي آثار شهيد مطهري اعم از كتاب‌ها، يادداشت‌ها، صوت‌ها بود. داده‌ها به‌روش كتابخانه‌اي و اسنادي گردآوري شد. براي تجزيه و تحليل داده‌ها نيز، از روش تحليل مضمون در نرم‌افزار مكس‌كيودا استفاده شد. يافته‌ها: تجزيه و تحليل اطلاعات، به استخراج 128 كد در قالب 6 مضمون فراگير، 17 مضمون سازمان‌دهنده و 42 مضمون پايه منجر شد. بر اساس يافته‌هاي پژوهش، در نهايت سازوكارهاي تغيير رفتار ذيل چهار عامل دسته‌بندي شد كه عبارت‌اند از: 1. فردي شامل متقاعدسازي منطقي، تسهيل و تقويت عقلانيت و آموزش و آگاهي‌بخشي (ساحت بينشي)؛ مديريت احساسات و به‌كارگيري مشوق‌ها (ساحت گرايشي) و امكان‌پذيركردن و ايجاد عادت (ساحت كنشي)؛ 2. اجتماعي شامل به‌كارگيري خواص و گروه‌هاي مرجع، الگوسازي، استفاده از هنجارهاي اجتماعي، انجام جمعي عمل و اثر هم‌نشيني؛ 3. ساختاري نهادي شامل ابزار اقتدار و قاعده‌گذاري؛ 4. محيطي شامل نمادسازي و مانع‌زدايي. نتيجه‌گيري: حكومت اسلامي جهت تغيير رفتار، ابتدا بايد فرايند آگاهي‌بخشي و اقناعي را طي كند؛ سپس بايستي شرايط خارجي را به‌نحوي طراحي نمايد كه افراد بتوانند رفتار مدنظر را به سهولت انجام دهند. در اين راستا، بينش‌هاي رفتاري و ابزار تلنگر در دو عرصه مي‌توانند به سياست‌گذاران حكومت اسلامي كمك كنند: 1. عرضه اثربخش سياست‌هاي دولت: بينش‌هاي رفتاري كمك مي‌كند كه يك خط‌مشي براي مردم راحت‌تر، فهم‌پذيرتر، جذاب‌تر و پذيرفتني‌تر به نظر رسد؛ 2. بسترسازي سلبي و ايجابي براي انجام رفتار: ابزارهاي تلنگر و بينش‌هاي رفتاري سبب مي‌شوند كه بافت و ساختار و محيط بيروني به‌نحوي طراحي شوند كه احتمال بروز رفتار مدنظر سياست‌گذاران افزايش يابد.

Objective Changing people's behavior over time has been one of the main concerns of policymakers. In this regard, governments have used rational and behavioral approaches. In the rational approach and based on complete rationality, governments use tools such as education, law, taxation, encouragement and punishment, etc; however, in the last two decades and after the formation of knowledge of behavioral economics, governments have used tools such as arousing emotions, using social norms, strengthening motivation, creating commitment, contextualization, etc. in different contexts. The behavioral approach, which relies on nudge and choice architecture to change behavior, has been able to attract the attention of many governments due to its high effectiveness and low costs. The purpose of the current research is to provide the mechanisms of changing public behavior in Islam and to find out about its perspective on changing public behavior based on the opinions of Martyr Motahari. Methods The literature reviewed in the present study included all the works of Shahid Motahhari, including books, notes, and audio files. This is library and documentary research, which applies the thematic analysis method, using the MaxQDA software. Results Data analysis led to the extraction of 128 codes categorized into six comprehensive themes, 17 organizing themes, and 42 basic themes. Based on the findings of the research, the mechanisms of behavior change include (1) Individual factors i.e. logical persuasion, facilitating and strengthening rationality and education and awareness (the cognitive component), managing emotions, using incentives (tendency component), and enabling and creating habits (action component); (2) social factors i.e: using reference properties and groups, modeling, social norms, the collective performance of the action, and the effect of companionship; (3) institutional structural factors i.e. authority tools and rule-making; and (4) environmental factors i.e. symbolization and barrier removal. These findings show that Islam has a comprehensive view of behavior change and has presented various mechanisms in all human dimensions, including cognition, tendency, and action, and also in all individual, social, environmental, and structural levels. This view is due to Islam's view of human development as a balanced elevation of all human dimensions in a complete way. Therefore, the characteristic of the "holistic view" is one of the differences between the Islamic view and the western view regarding behavior change. Conclusion In order to change people's behavior, the Islamic government must first go through the process of awareness and persuasion and raise the level of people's insight regarding the necessity and performance of a behavior. Then he should design the external conditions in such a way that people can easily perform the desired behavior. In this regard, behavioral insights and nudge tools can help Islamic government policymakers in two areas: (1) effective presentation of government policies: behavioral insights lead to a policy that is easier and more understandable for people to look more attractive and acceptable; (2) Negative and positive foundation for performing behavior i.e. nudge tools and behavioral insights cause the texture and structure and external environment to be designed in such a way that the probability of occurrence of the desired behavior of policymakers increases.