Ivo Vlaev is professor of behavioral science at the University of Warwick, United Kingdom. He holds a doctorate in experimental psychology from the University of Oxford. His research advances understanding of human decision making (behavioral economics) and behavior change. It is a convergence of psychology, neuroscience, and economics that achieves results that none of the disciplines could achieve by themselves. Ivo is also coauthor of the U.K. Cabinet Office Mindspace report advising policy makers how to effectively use behavioral insights.Abstract : Many of the most significant challenges in health care-such as smoking, overeating, and poor adherence to evidence-based guidelines-will only be resolved if we can influence behavior. The traditional policy tools used when thinking about influencing behavior include legislation, regulation, and information provision. Recently, policy analysts have shown interest in policies that "nudge" people in particular directions, drawing on advances in understanding that behavior is strongly influenced in largely automatic ways by the context within which it is placed. This article considers the theoretical basis for why nudges might work and reviews the evidence in health behavior change. The evidence is structured according to the Mindspace framework for behavior change. The conclusion is that insights from behavioral economics offer powerful policy tools for influencing behavior in health care. This article provides public administration practitioners with an accessible summary of this literature, putting these insights into practical use.
Practitioner Points• Policy makers need to better recognize that we are being influenced and influencing others all the time.• New approaches to health policy incorporating the latest insights from the behavioral sciences offer a potentially powerful set of tools to influence decision making. • Mindspace is a widely used framework for policy that can support policy makers in developing more effective interventions. • There is a growing body of evidence supporting the application of behavioral insights in health policy that is increasingly being drawn from large field studies. • Policy makers need to recognize that "nudge"-type interventions are controversial and may provoke public and political concern.