신체활동증진 대안모형으로서 넛지(nudge) 전략
Introduction of “Nudge” Strategies as an Alternative Physical Activity Promotion Model
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초록
신체활동가이드라인 자문위원회는 ‘신체 활동은 만성질환 예방 및 건강증진을 위한 최고의 선택(best buy)’이라고 말한바 있다(PAGAC, 2018). 그럼에도 불구하고 그동안 신체활동증진 개입전략은 인간의 의사결정 유형, 환경, 맥락 및 의사결정의 비합리적 측면을 충분히 고려하지 않은 것으로 지적되고 있다. 이 연구는 전통적인 건강증진 모형의 대안적 접근으로 행동경제학의 이론을 제시하고 개인이 언제, 왜, 어떻게 비효율적인 결정을 내리는지 등에 대한 논의를 다룬다. 행동경제학에 기초한 넛지(nudge)모델은 다양한 결과 변수와 선택행동이 발생하는 상황 맥락에 대한 이해를 중시한다. 선택행동 과정에서 개인의 선호를 고려하고 강제적 규범적이기 보다는, 설득적인 자극이나 유도적 신호를 활용한다. 인간의 행동선택은 합리적이고 안전한 의사결정 과정과 더불어, 어림짐작의 휴리스틱 불완전 합리성을 바탕으로 이루어지기도 한다는 점을 포함한다. 행동경제학 이론을 바탕으로 한 학제간 연구가 확산되는 가운데 이 연구에서는 신체활동 영역의 사례로 Behavioral Insight Team (BIT, 2018)이 제안한 넛지 기반의 걷기증진 전략을 소개하였다. 신체활동증진의 대안적 모형으로서 행동경제학적 기반 전략을 포괄적으로 정리하였다.
Abstract
Physical Activity is the “best buy” for chronic diseases prevention and health promotion (Physical Activity Guidelines Advisory Committee [PAGAC], 2018). Nevertheless, research shows that physical activity promotion strategies have not fully considered types, environment, context, and irrational aspects of human decision making regarding physical activity. In this regard, Kelly et al. (2016) suggested that health behavior models should not assume that individuals always make a rational decision based on knowledge. Therefore, this study was purposed to introduce behavioral economics as an alternative to the traditional health promotion approaches. Behavioral economists are interested in when, why, and how individuals make ineffective decisions. The “nudge” model based on behavioral economics is characterized by diverse outcome variables and consideration of circumstances that a human behavior takes place. Nudge refers to non-coercive and passive stimulation and induction in the context of a behavioral choices. Because human behavior takes place based on not only rational and safe decision making process but also heuristic and imperfect rationality, nudge has been applied to diverse academic field such as business administration, behavioral medicine, preventive medicine, public health, social welfares, and law. A British research group named Behavioral Insight Team (BIT; 2018) suggested a novel walking promotion strategy based on the nudge model. According to BIT, the nudge model needs to be interesting, relationship-based, and easy to intervene, and should provide timely feedbacks. In this study, we further introduced nudge as an alternative approach to physical activity promotion, and discussed how this new horizon may improve efficiency of physical activity intervention programs.
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