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Os vieses da Economia Comportamental aplicados às estratégias de Comunicação Interna da Palópina – Estudo de caso e o contributo para a valorização do capital humano
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A presente dissertação intitulada “Os vieses da Economia Comportamental aplicados às estratégias de Comunicação Interna da Palópina – Estudo de caso e o contributo para a valorização do capital humano” aborda a aplicação dos vieses da Economia Comportamental nas estratégias de Comunicação Interna da Palópina, explorando o impacto dessas práticas na valorização do capital humano da organização. O principal objetivo foi investigar como é que os conceitos de nudges e heurísticas podem ser aplicados à Comunicação Interna e, de que forma os colaboradores se sentem mais envolvidos com a organização. A metodologia qualitativa incluiu um estudo de caso que, utilizou questionários aplicados a 57 colaboradores do serviço de transporte e, uma entrevista semiestruturada à gerência da organização em estudo, permitindo uma análise detalhada das dinâmicas de Comunicação Interna, sensação de motivação e aplicação dos vieses.
Os resultados indicam que é possível aplicar conceitos da Economia Comportamental às estratégias de Comunicação Interna, baseadas em heurísticas como a disponibilidade e a ancoragem, bem como a aplicação de nudges, a fim de contribuírem para uma comunicação mais eficiente e transparente. Essas intervenções demonstraram um impacto significativo no aumento do envolvimento, da motivação e do sentimento de valorização dos colaboradores. Adicionalmente, constatou-se que a personalização das mensagens, adaptadas às necessidades dos trabalhadores, aumenta a eficácia da Comunicação Interna. No entanto, foram identificadas barreiras relacionadas com a falta de consistência entre a comunicação formal e informal e clareza na transmissão de mensagens.
Conclui-se que a integração dos conceitos da Economia Comportamental na Comunicação Interna pode ser um diferencial estratégico para as organizações, promovendo ambientes de trabalho mais produtivos e motivadores. Contudo, a escassez de estudos que correlacionem a Economia Comportamental com a Comunicação Interna, aponta para a necessidade de serem realizadas futuras investigações, especialmente em contextos e setores distintos, para ter uma abrangência geral destes conceitos adaptados às diferentes especificidades e objetivos das organizações.
This dissertation entitled “Behavioral Economics biases applied to Palópina's Internal Communication strategies – Case study and the contribution to the valorization of human capital” addresses the application of Behavioral Economics biases in Palópina's Internal Communication strategies, exploring the impact of these practices on valuing the organization's human capital. The main objective was to investigate how the concepts of nudges and heuristics can be applied to Internal Communication and how employees feel more involved with the organization. The qualitative methodology included a case study that used questionnaires applied to 57 transport service employees and a semi-structured interview with the management of the organization under study, allowing a detailed analysis of Internal Communication dynamics, sense of motivation and application of biases. The results indicate that it is possible to apply concepts from Behavioral Economics to Internal Communication strategies, based on heuristics such as availability and anchoring, as well as the application of nudges, to contribute to more efficient and transparent communication. These interventions have demonstrated a significant impact on increasing employee engagement, motivation, and feeling valued. Additionally, it was found that the personalization of messages, adapted to the needs of workers, increases the effectiveness of Internal Communication. However, barriers were identified related to the lack of consistency between formal and informal communication and clarity in the transmission of messages. It is concluded that the integration of Behavioral Economics concepts into Internal Communication can be a strategic differentiator for organizations, promoting more productive and motivating work environments. However, the scarcity of studies that correlate Behavioral Economics with Internal Communication points to the need for future investigations to be carried out, especially in different contexts and sectors to have a general coverage of these concepts adapted to the different specificities and objectives of organizations.
This dissertation entitled “Behavioral Economics biases applied to Palópina's Internal Communication strategies – Case study and the contribution to the valorization of human capital” addresses the application of Behavioral Economics biases in Palópina's Internal Communication strategies, exploring the impact of these practices on valuing the organization's human capital. The main objective was to investigate how the concepts of nudges and heuristics can be applied to Internal Communication and how employees feel more involved with the organization. The qualitative methodology included a case study that used questionnaires applied to 57 transport service employees and a semi-structured interview with the management of the organization under study, allowing a detailed analysis of Internal Communication dynamics, sense of motivation and application of biases. The results indicate that it is possible to apply concepts from Behavioral Economics to Internal Communication strategies, based on heuristics such as availability and anchoring, as well as the application of nudges, to contribute to more efficient and transparent communication. These interventions have demonstrated a significant impact on increasing employee engagement, motivation, and feeling valued. Additionally, it was found that the personalization of messages, adapted to the needs of workers, increases the effectiveness of Internal Communication. However, barriers were identified related to the lack of consistency between formal and informal communication and clarity in the transmission of messages. It is concluded that the integration of Behavioral Economics concepts into Internal Communication can be a strategic differentiator for organizations, promoting more productive and motivating work environments. However, the scarcity of studies that correlate Behavioral Economics with Internal Communication points to the need for future investigations to be carried out, especially in different contexts and sectors to have a general coverage of these concepts adapted to the different specificities and objectives of organizations.
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Comunicação Interna Economia Comportamental Vieses da Economia Comportamental Nudge Heurísticas Internal Communication Behavioral Economics Behavioral Economics Biases Nudge Heuristics
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