PUBLIC HEALTH AND BEHAVIORAL ECONOMY

Abstract

Purpose: to highlight the basic principles of behavioral economics, in particular, the incentive factors, the importance of information, its context and presentation, social factors that cause certain behavior in people and coverage of the results of their implementation in practical medicine.

Materials and Methods. The structure of the study analysis included: a description of the primary information, identification of factors and patterns, a summary of the findings in the study findings, and the development of prospects for further research based on the findings.

Results. Behavioral economics proves that people are not fully rational and predictable in their behavior, particularly in health issues, as standard economic theory suggests. The vast majority of people in society are “behavioral,” meaning that they may suffer from biases that complicate the attainment of one or the other behavior that may be preferred. Regardless of whether the person is rational or prone to behavioral bias, there are certain factors that influence the optimal decision making and lead to deliberate failure to follow certain medical recommendations, refusal of vaccination, malnutrition, etc. Accordingly, this requires additional intervention on the minds of people who are not always able to comprehensively assess future benefits, overcoming the current discomfort. Identifying and understanding these factors can successfully influence people’s behavior and health decisions.

Conclusions. In order to achieve positive outcomes in public health, principles based on behavioral responses must be studied, considered and applied. The introduction of behavioral economics principles into the healthcare industry will help encourage patients to lead healthy lifestyles with systematic adherence to medical guidelines.