본문 바로가기
  • Home
Basic Search

An Exploratory Study on Emotionally-Intelligent Social Marketing As a New Approach For Public Administration Study

  • Korean Society and Public Administration
  • Abbr : KSPA
  • 2011, 22(2), pp.329-357
  • Publisher : Seoul Association For Public Administration
  • Research Area : Social Science > Public Administration

Woo, Yunseuk 1

1숭실대학교

Accredited

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.

Statistics

  • 438 Viewed
  • 1 Downloaded

Tools

Issue List

Citation status

* References for papers published after 2023 are currently being built.

Basic Search Advanced Search