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Can nudging overcome procrastinating on preventive health investments?

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  • Friedman, Willa
  • Wilson, Nicholas

Abstract

A fundamental puzzle about human behavior is low investment in preventive health inputs. Present-biased preferences have frequently been put forth as a theoretical explanation for this, but with limited empirical evidence supporting it, especially in developing countries. We extend our previous analysis of a field experiment testing advertising strategies to increase demand for a potentially life-saving preventive health technology, voluntary medical male circumcision. Offering compensation of US$10 conditional on a complement to the procedure, a short counseling session at a providing clinic, tripled uptake of the procedure. This is consistent with the idea that subsidizing a complement encouraged procrastinating men with latent demand to invest in preventive health. In addition, framing the basic advertisement using the statement “Are you tough enough?” doubled uptake.

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  • Friedman, Willa & Wilson, Nicholas, 2022. "Can nudging overcome procrastinating on preventive health investments?," Economics & Human Biology, Elsevier, vol. 45(C).
    • Handle: RePEc:eee:ehbiol:v:45:y:2022:i:c:s1570677x21000642
    DOI: 10.1016/j.ehb.2021.101040
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    More about this item

    Keywords

    Advertising; Conditional cash transfers; Framing; Men's health; Preventive health; Procrastination;
    All these keywords.

    JEL classification:

    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior
    • J13 - Labor and Demographic Economics - - Demographic Economics - - - Fertility; Family Planning; Child Care; Children; Youth
    • O12 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Microeconomic Analyses of Economic Development

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