Nudging Policy during the COVID-19 Pandemic

The pandemic forced people to change their behavior and adapt quickly. In encouraging the acceleration of adaptive behavior, the steps that can be taken are to implement simple policies through a nudge approach. What exactly is meant by a nudging approach in public policy? How can this approach help the adaptive process during a pandemic?

To explore this issue, the Populi Forum raised the theme "Nudging Policy during the COVID-19 Pandemic" on Friday, December 3, 2021 with resource person Rahmat Hidayat, S.Psi., M.Sc., Ph.D., (Lecturer Psychology, Gadjah Mada University), Dr. Ridwan (Lecturer in Political Science, UPN Veterans Jakarta), and Satria Aji Imawan, S.IP., MPA (Researcher, Masters and Doctor of Leadership and Policy Innovation, Gadjah Mada University). The discussion was guided by Rafif Pamenang Imawan (Researcher, Populi Center) and carried out online via the zoom application.

In this discussion, Satria Aji Imawan representing the Masters and Doctorate in Leadership and Policy Innovation (MDKIK) at Gadjah Mada University emphasized that the nudging approach is basically a psychological approach in public policy. If so far public policy has been dominated by a structural approach and is based on regulations, then the nudging approach has placed more emphasis on psychological aspects. There is no equivalent in Indonesian to describe the word nudging, but it can also be said that nudging is an approach based on psychological incentives.

Satria Aji Imawan said "in the nudging approach, a person is psychologically forced to be able to change and follow these changes without realizing it. In practice, we often see this approach in shopping centers, such as malls. We unconsciously follow the line to keep our distance or other things like the foot symbol policy on escalators so that users also keep their distance. In many cases, the incentives given are more fun and like a game, such as a trash can topped with a basketball hoop, so that people are psychologically more willing to participate in the act of sorting waste."

“The problem is the approach in this policy does not last long, it is only valid for a certain period of time. This is because people will get bored more quickly and will no longer follow the psychological incentives provided in the policy framework. Another thing that needs to be considered is the application of policies which are very necessary to see the characteristics of the people in the region. This will greatly affect the implementation of the nudging approach policy.” continued Satria

"In the context of public policy in the Pandemic era. The nudging approach has driven many changes in people's behavior, from physical distancing to digitizing government processes, from online meetings to government coordination. This nudging approach is important in handling public policy, especially given the ever-changing challenges of a pandemic, therefore short-term policies in the nudging model can be an option.” concluded Satria

Responding to this presentation, Dr. Ridwan added that the nudging approach in public policy requires an unconscious aspect to make an individual follow the implementation of nudging policies unconsciously. The dimension of the subconscious also depends on the norms governing that society. The working of moral norms is also an important factor influencing psychological incentives in applying the nudging approach.

Dr. Ridwan said "aspects of morality and the subconscious are important aspects for implementing a nudging approach. As an illustration, someone will continue to litter, even though there is a social threat. This behavior disappears as soon as there is a threat of prayer that brings God, like a curse to go to hell for people who litter." Ridwan said

Responding to the presentation of the two previous speakers, Rahmat Hidayat, S.Psi., M.Sc., Ph.D, Dean of the Faculty of Psychology, Gadjah Mada University, said that nudge is an approach whose goal is to change people's behavior. Changes in behavior that occur can take the form of bad to good, or talk about the decreasing frequency, intensity, and duration associated with negative things.

Rahmat Hidayat said "in the case of COVID-19, the application of nudge can be in the form of a policy by applying a flick or subtle encouragement to change behavior from not wanting to wear a mask to wanting to use a mask. In general, nudge can be more effective than other approaches in changing people's behavior according to various studies. The effectiveness of this approach is at least determined by two factors, namely the motivation and convenience of the target group. said Rahmat.

"In terms of motivation, we need to segment the community, first, the segment of society that has a positive attitude positively accepts all government programs. Second, groups who doubt and are not fully convinced that wearing a mask can protect. Third, the apathetic group, because ideologically, such as life and death is God's order. Nudging must be carried out in accordance with this segmentation by looking at aspects of motivation and convenience." Close Grace.

Contact Person

Rafif Pamenang Imawan / 081325727778