The Use of Nudge as an Influencing Factor to Micro and Small Enterprises to Improve Risk Culture in the Federal District

Risk management has always been a part of society. However, Brazil exhibits a high mortality rate among Micro and Small Enterprises (MSEs) in their first years, which may indicate that they lack a well-implemented risk culture or are unfamiliar with this topic. This research aimed to find an effective Nudge used to induce a risk culture behavior in MSE. The present work investigated the potential influence of Nudge techniques, from behavioral economics, on the risk culture in MSE. As a methodology, action research was conducted using two applications of the same questionnaire, before and after the use of the Nudge technique, known as priming, in MSE and in the Brazilian capital, Brasilia. According to data from the Commercial Registry of the Federal District, there are approximately 158,416 micro and small enterprises in Brasilia. For the purposes of defining the sample, a 95% degree of confidence and a 5% margin of error were adopted. A total of 384 enterprises were selected as the sample for the survey. After completing all the stages, it was concluded that the use of nudge was effective in inducing micro and small enterprises to examine their risk culture in another Prisma. Only in cases in which the approach was not perceived, an average performance of 46.12% was obtained, indicating the efficiency of the technique. In the context of this study, initial findings suggest that micro and small enterprises can utilize priming techniques to enhance risk perception.