지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.8
- 수록면
- 329 - 357 (29page)
이용수
초록· 키워드
오류제보하기
Apart from the various new approaches emerging to explain the New Normal after the US financial crisis, which criticize traditional beliefs on rationality and balance theory, few debates are found in the realm of public administration studies. It is necessary for public administration academia to probe another approach to adapt to the changing policy environment. where the desire to achieve small government and more efficiency has been in full swing due to the common ground shared with neo-classical economics.
We scrutinize behavioral economics and the adaptive market hypothesis in the search for a new paradigm of policy orientation, and thus induce policy implications which suggest that human-beings and markets are irrational, complex, and evolve through mutual interaction. From that point of view, we highlight the necessity of emotional intelligence as a new approach. In addition, we employ the social marketing approach to explain why the public movement in Korea to change people’s subway escalator usage was not successful in terms of emotional intelligence.
We believe this study could contribute to expanding our conceptual horizon from a rational and linear perspective to emotional and non-linear perspective in order to bring about change and guarantee people’s compliance.
We scrutinize behavioral economics and the adaptive market hypothesis in the search for a new paradigm of policy orientation, and thus induce policy implications which suggest that human-beings and markets are irrational, complex, and evolve through mutual interaction. From that point of view, we highlight the necessity of emotional intelligence as a new approach. In addition, we employ the social marketing approach to explain why the public movement in Korea to change people’s subway escalator usage was not successful in terms of emotional intelligence.
We believe this study could contribute to expanding our conceptual horizon from a rational and linear perspective to emotional and non-linear perspective in order to bring about change and guarantee people’s compliance.
목차
Ⅰ. 들어가는 말: 문제, 대안탐색의 필요성 그리고 방법
Ⅱ. 이론적 논의: 비합리적 인간과 적응적 시장
Ⅲ. 대안적 접근의 모색과 방법
Ⅳ. 사회마케팅을 활용한 예시적 적용: 지하철 에스컬레이터 두줄타기
Ⅴ. 맺음말: 가능성과 한계
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