Originality: Behavioral insights represent an applied framework that leverages principles of human behavior to address practical and managerial problems, emphasizing systematic experimentation as a core method. While the “nudge” approach has been widely adopted internationally, there remains limited understanding of how behavioral insights are being implemented as management innovations within Brazilian organizations.
Objective: This study aims to analyze the adoption of behavioral insights as an innovation among pioneering Brazilian organizations, identifying drivers of adoption, modes of application, and the types of value generated by these practices.
Methodology: A qualitative and phenomenological research design was employed with exploratory purposes. Data were collected through semi-structured interviews and documentary analysis involving twelve organizations, complemented by a netnographic investigation in a behavioral innovation community.
Main Results: The findings highlight the characteristics and networking strategies of these pioneering organizations, applications of behavioral insights to influence specific behaviors, techniques employed, and considerations of ethics and experimentation. The results also indicate that behavioral insights foster multiple dimensions of value – cognitive (decision literacy), operational (process efficiency), relational (trust and cooperation), and strategic (innovation positioning). Moreover, diffusion occurs through learning networks that legitimize and expand behavioral practices across sectors.
Theoretical contribution: Theoretically, the study consolidates behavioral insights as a form of management innovation, integrating experimentation, evidence-based management, and behavioral design.
Management contribution: This paper highlights existing gaps and opportunities for expanding and applying these practices, while also offering practical guidance for managers and organizations seeking to drive innovation by incorporating their stakeholders’ social and cognitive-behavioral dimensions.
Originality: Behavioral insights represent an applied framework that leverages principles of human behavior to address practical and managerial problems, emphasizing systematic experimentation as a core method. While the “nudge” approach has been widely adopted internationally, there remains limited understanding of how behavioral insights are being implemented as management innovations within Brazilian organizations. Objective: This study aims to analyze the adoption of behavioral insights as an innovation among pioneering Brazilian organizations, identifying drivers of adoption, modes of application, and the types of value generated by these practices. Methodology: A qualitative and phenomenological research design was employed with exploratory purposes. Data were collected through semi-structured interviews and documentary analysis involving twelve organizations, complemented by a netnographic investigation in a behavioral innovation community. Main Results: The findings highlight the characteristics and networking strategies of these pioneering organizations, applications of behavioral insights to influence specific behaviors, techniques employed, and considerations of ethics and experimentation. The results also indicate that behavioral insights foster multiple dimensions of value – cognitive (decision literacy), operational (process efficiency), relational (trust and cooperation), and strategic (innovation positioning). Moreover, diffusion occurs through learning networks that legitimize and expand behavioral practices across sectors. Theoretical contribution: Theoretically, the study consolidates behavioral insights as a form of management innovation, integrating experimentation, evidence-based management, and behavioral design. Management contribution: This paper highlights existing gaps and opportunities for expanding and applying these practices, while also offering practical guidance for managers and organizations seeking to drive innovation by incorporating their stakeholders’ social and cognitive-behavioral dimensions. Read More