{"id":12990,"date":"2025-02-06T16:45:58","date_gmt":"2025-02-06T16:45:58","guid":{"rendered":"https:\/\/improven.com\/?p=12990"},"modified":"2025-06-17T19:21:43","modified_gmt":"2025-06-17T19:21:43","slug":"modelo-east","status":"publish","type":"post","link":"https:\/\/improven.com\/cat\/cultura-i-talent\/modelo-east\/","title":{"rendered":"El model East: Comunicaci\u00f3 i economia"},"content":{"rendered":"<h2 class=\"wp-block-heading\">Qu\u00e8 \u00e9s el model East?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><em>De quina forma ens pot ajudar l'Economia del Comportament a dissenyar estrat\u00e8gies de comunicaci\u00f3 i influ\u00e8ncia m\u00e9s eficaces?<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En Improven portem m\u00e9s de quatre anys desenvolupant estrat\u00e8gies d'aplicaci\u00f3 de&nbsp;<em>Behavioral  Economics<\/em>&nbsp;(Economia del Comportament) en&nbsp;<strong>organitzacions del sector p\u00fablic<\/strong>&nbsp;a Espanya.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En els nostres processos, quan treballem amb equips de comunicaci\u00f3, una de les nostres eines b\u00e0siques \u00e9s el&nbsp;<strong>model EAST<\/strong>, desenvolupat per el&nbsp;<em>Behavioral Insights Team<\/em>&nbsp;brit\u00e0nic, que ens permet definir estrat\u00e8gies a trav\u00e9s de les quals, promovem i fomentem un comportament concret.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aix\u00ed, si des d'una organitzaci\u00f3 (ja sigui aquesta p\u00fablica o privada) es t\u00e9 l'objectiu de fomentar un comportament espec\u00edfic, aquest comportament ha de ser&nbsp;<strong>f\u00e0cil<\/strong>,&nbsp;<strong>atractiu<\/strong>,&nbsp;<strong>social<\/strong>&nbsp;i&nbsp;<strong>oport\u00fa<\/strong>&nbsp;(EAST per les seves sigles en angl\u00e8s).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I com fem que el comportament desitjat sigui f\u00e0cil, atractiu, social i oport\u00fa?<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"350\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/02\/Blog-Improvenelkar.jpg\" alt=\"modelo east\" class=\"wp-image-12992\" style=\"object-fit:cover;width:800px;height:350px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/02\/Blog-Improvenelkar.jpg 800w, https:\/\/improven.com\/wp-content\/uploads\/2025\/02\/Blog-Improvenelkar-300x131.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2025\/02\/Blog-Improvenelkar-768x336.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2025\/02\/Blog-Improvenelkar-18x8.jpg 18w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Estrat\u00e8gies principals del model East<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Algunes de les principals estrat\u00e8gies que ens trasllada el EAST s\u00f3n:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. <strong> Fes que el comportament sigui f\u00e0cil<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Elimina o minimitza l'esfor\u00e7 requerit d'adoptar un determinat comportament. Un esfor\u00e7 (per petit que sigui) sol desactivar a les persones. Reduir les friccions pot augmentar la taxa de resposta.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. <strong>Fes que el comportament sigui atractiu<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Dissenya recompenses i sancions per a augmentar els efectes. Els incentius financers solen ser efectius, per\u00f2 existeixen alternatives que s\u00f3n menys costoses i tamb\u00e9 funcionen (per exemple, els sortejos).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. <strong>Fes que sigui social<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Mostra que la majoria de la gent (o molta) segueix el comportament desitjat. El fet de descriure el que la majoria fa fomenta que uns altres facin el mateix. De manera similar, hem d'anar amb compte amb el fet d'emfatitzar inconscientment el comportament no desitjat destacant la seva popularitat (per exemple: \u2018tothom tira les burilles al s\u00f2l\u2019).<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">4. <strong>Fes que el comportament sigui oport\u00fa<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tingues al cap els beneficis i costos immediats. A les persones ens influeixen m\u00e9s els costos i beneficis que tenen efectes immediats que aquells que es presenten m\u00e9s allunyats en el temps.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00bfYa sabes c\u00f3mo hacer que tu <a href=\"https:\/\/improven.com\/cat\/marketing-y-vendes\/\" target=\"_blank\" rel=\"noreferrer noopener\">estrategia de comunicaci\u00f3n<\/a> siga el modelo EAST?<br>Vols saber de quina forma podem <a href=\"https:\/\/improven.com\/cat\/contacte\/\">ajudar-te<\/a> al fet que tinguis \u00e8xit en el teu pr\u00f2xim repte?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>\u00bfQu\u00e9 es el modelo East? \u00bfDe qu\u00e9 forma nos puede ayudar&nbsp;la Econom\u00eda del Comportamiento a dise\u00f1ar estrategias&nbsp;de comunicaci\u00f3n e influencia m\u00e1s eficaces? En Improven llevamos m\u00e1s de cuatro a\u00f1os desarrollando estrategias de aplicaci\u00f3n de&nbsp;Behavioral&nbsp; Economics&nbsp;(Econom\u00eda del Comportamiento) en&nbsp;organizaciones del sector p\u00fablico&nbsp;en Espa\u00f1a. En nuestros procesos, cuando trabajamos con equipos de comunicaci\u00f3n, una de nuestras herramientas [&hellip;]<\/p>","protected":false},"author":7,"featured_media":13265,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[131,33,34],"tags":[],"class_list":["post-12990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulo","category-cultura-y-talento","category-estrategia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>El modelo East: Comunicaci\u00f3n y econom\u00eda | Improven<\/title>\n<meta name=\"description\" content=\"Descubre c\u00f3mo el Modelo EAST mejora la comunicaci\u00f3n y la toma de decisiones mediante principios de la econom\u00eda del comportamiento\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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