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BEHAVIOR CHANGE:Behavioral Economics: A Tool to Design Better

Programs

Applications to Antimicrobial Agents in Livestock

2nd OIE Global Conference on Antimicrobial Resistance

29 October 2018

Elizabeth Long, DTA Innovation

Overview

I: What is Behavior Change?

II: What is Behavioral Economics (BE)?

III: How Behavioral Economics Expands Program

Designs

2

Section I:What is Behavior Change?

3

(Very Brief!) Behavior Change Overview

Start with a specific behavior

I: Behavior Change Overview 4

Behavior Change

(Very Brief!) Behavior Change Overview

Start with a specific behavior

“Use antibiotics correctly”

I: Behavior Change Overview 5

Behavior Change

(Very Brief!) Behavior Change Overview

Start with a specific behavior

“Use antibiotics correctly”

Vague…

Not a specific behavior for someone to follow

I: Behavior Change Overview 6

Behavior Change

(Very Brief!) Behavior Change Overview

Start with a specific behavior

Focus on the actor’s context while doing the behavior

Where is the actor?

Are they acting alone?

Who is influencing them?

Do they have full knowledge? When did they receive that

knowledge?

What else is happening in that moment?

What else do they see, hear or observe? How do they feel

doing that behavior?

I: Behavior Change Overview 7

Behavior Change

Section II:What is Behavioral

Economics?

8

II: What is Behavioral Economics 9

Radiologists Reading MRIs

II: What is Behavioral Economics 10

Radiologists Reading MRIs

II: What is Behavioral Economics 11

Radiologists Reading MRIs

83% of Radiologists failed to notice the gorilla

Drew, T., Vo, M.L.H., & Wolfe, J.M. (2013). The invisible gorilla strikes again: Sustained inattentional blindness

in expert observers. Psychological science, 24(9), 1848-1853.

II: What is Behavioral Economics 12

“Traditional” Behavior Change Model

Intention Action Outcome

Info

rmati

on

II: What is Behavioral Economics 13

“Real Human” Behavior Change Model

Intention Action Outcome

Info

rmati

on

I don’t have

time to think

about it.

II: What is Behavioral Economics 14

“Real Human” Behavior Change Model

Intention Action Outcome

Info

rmati

on

I don’t have

time to think

about it.

I’ll do it

next week.

Wow there are a

lot of choices.

How do I start?

I’ll do it

next week.

II: What is Behavioral Economics 15

“Real Human” Behavior Change Model

Intention Action Outcome

Info

rmati

on

I don’t have

time to think

about it.

I’ll do it

next week.

Other people

are doing it.

I hit a hassle.

I’ll finish it later.

Wow there are a

lot of choices.

How do I start?It’s taking a

long time, I’ll

finish it later.

I’ll do it

next week.

II: What is Behavioral Economics 16

“Real Human” Behavior Change Model

Intention Action Outcome

Info

rmati

on

I don’t have

time to think

about it.

I’ll do it

next week.

Other people

are doing it.

I hit a hassle.

I’ll finish it later.

Wow there are a

lot of choices.

How do I start?It’s taking a

long time, I’ll

finish it later.

I’ll do it

next week.

II: What is Behavioral Economics 17

“Real Human” Behavior Change Model

Intention Action Outcome

Info

rmati

on

I don’t have

time to think

about it.

I’ll do it

next week.

Other people

are doing it.

I hit a hassle.

I’ll finish it later.

Wow there are a

lot of choices.

How do I start?It’s taking a

long time, I’ll

finish it later.

I’ll do it

next week.

Behavioral economics takes into account how humans really think, behave, and make decisions

It is a combination of multiple disciplines

Psychology

Decision-Science

Anthropology

Behavior Change

Behavioral Economics

Core: Humans behave in predictable ways, but in ways that do not always balance benefits and costs

II: What is Behavioral Economics 18

Behavioral Economics (Science)

The brain is more like a muscle than a computer - it gets

tired and needs to be replenished

Mental effort is difficult so the brain tries to be as efficient

as possible and relies on mental shortcuts

Humans value the present more than the future

Humans make different choices based on their emotional

state

Humans are influenced by what we see others doing

Humans are triggered by cues from the environment

II: What is Behavioral Economics 19

Overview of BE Thinking

Behavioral economics thinking is important for

behavior change because it

expands the hypotheses/insights about

why humans are not doing specific

behaviors and

that expands the ideas and

options for interventions

II: What is Behavioral Economics 20

Why is BE thinking important?

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 21

BE Expands Insights & Designs

Hypothesis Design

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 22

BE Expands Insights & Designs

Hypothesis Design

Farmers do not

understand the benefits.

Provider information on

the benefits.

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 23

BE Expands Insights & Designs

Hypothesis Design

Farmers do not

understand the benefits.

Farmers cannot afford

fertilizer.

Provider information on

the benefits.

Provide a subsidy to

purchase fertilizer.

24

37 38

26

44

0

10

20

30

40

50

Control-Seas 1

Subsidy-Seas 1

SAFI- Seas1

Control-Seas2

SAFI- Seas2

% F

arm

ers

Usin

g F

ert

iliz

er

III: Behavioral Economics Expands Designs 24

BE Expands Insights & Designs

Duflo, E., Kremer, M., & Robinson, J. (2011). “Nudging Farmers to Use Fertilizer: Theory and Experimental

Evidence from Kenya.” American Economic Review. 101(6):2350-90.

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 25

BE Expands Insights & Designs

Hypothesis Design

Farmers do not

understand the benefits.

Farmers cannot afford

fertilizer.

Farmers do not plan for

fertilizer purchases.

Provider information on

the benefits.

Provide a subsidy to

purchase fertilizer.

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 26

BE Expands Insights & Designs

Hypothesis Design

Farmers do not

understand the benefits.

Farmers cannot afford

fertilizer.

Farmers do not plan for

fertilizer purchases.

Provider information on

the benefits.

Provide a subsidy to

purchase fertilizer.

Give fertilizer purchase

and delivery options.

24

37 38

26

44

0

10

20

30

40

50

Control-Seas 1

Subsidy-Seas 1

SAFI- Seas1

Control-Seas2

SAFI- Seas2

% F

arm

ers

Usin

g F

ert

iliz

er

III: Behavioral Economics Expands Designs 27

BE Expands Insights & Designs

Duflo, E., Kremer, M., & Robinson, J. (2011). “Nudging Farmers to Use Fertilizer: Theory and Experimental

Evidence from Kenya.” American Economic Review. 101(6):2350-90.

24

37 38

26

44

0

10

20

30

40

50

Control-Seas 1

Subsidy-Seas 1

SAFI- Seas1

Control-Seas2

SAFI- Seas2

% F

arm

ers

Usin

g F

ert

iliz

er

III: Behavioral Economics Expands Designs 28

BE Expands Insights & Designs

Duflo, E., Kremer, M., & Robinson, J. (2011). “Nudging Farmers to Use Fertilizer: Theory and Experimental

Evidence from Kenya.” American Economic Review. 101(6):2350-90.

Observe: Farmers in Kenya do not use enough fertilizer on

their crops.

III: Behavioral Economics Expands Designs 29

BE Expands Insights & Designs

Hypothesis Design

Farmers do not

understand the benefits.

Farmers cannot afford

fertilizer.

Farmers do not plan for

fertilizer purchases.

Provider information on

the benefits.

Provide a subsidy to

purchase fertilizer.

Give fertilizer purchase

and delivery options.

Key takeaways…

Focus on the behavior you want someone to do

Human nature – all of us! – are imperfect

Don’t assume that because someone is not doing something it is because they are “not motivated” or they do “not understand”

Intention only sometimes translates to action

Context matters!

IV: Closing 30

What behaviors does your program want people to do?

Does your program assume that people lack knowledge?

Does your program assume that people are getting

information at the same time they are able to act on that

information?

Does your program assume that people have money at

that same time they have to make decisions about

spending that money?

Does your program show that other people are also using

the service?

IV: Closing 31

Let’s think about behaviors!

Thank you

Merci

Gracias

For questions, contact Elizabeth Long at

elizabeth@dtainnovation.com