행정학 연구에 있어 감성적 행태를 고려한 접근방법의 가능성 = 감성지능적 사회마케팅의 적용을 중심으로

다국어 초록 (Multilingual Abstract)

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.

목차 (Table of Contents)

• 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
• 참고문헌

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