Analyzing the importance of behavioral insights tools in realizing the relationship between the university and community; Indications for the realization of knowledge-based production

Communication between the university and society is one of the ways to realize knowledge-based production. The introduction and application of academic findings in the field of government administration, industries and small and micro businesses is facing problems and issues. One of the fundamental roots of these problems are issues related to the human factor as a consumer of knowledge produced in the university, which requires cultural measures to solve these problems. One of these measures is the use of behavioral insights to facilitate university-community communication, which costs almost nothing to use. For this purpose, using library studies, the factors influencing the formation of people's choices were identified. In the next step, using a survey of experts and TOPSIS and SAW techniques, these factors were ranked. For this purpose, the opinions of 32 experts were used. The results of the research show that the first three ranks of these factors in terms of importance are: highlighting information in communication, using social norms and using the principle of simplicity in conveying the message.