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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!
