Slide 1: Behavioral science and pandemic management
Behavioral science and pandemic management Kevin Dolgin GLO2137035-4
Slide 2: The Challenge of Pandemics
THE CHALLENGE OF PANDEMICS THERE ARE TWO IMPORTANT CHALLENGES FACING THE HEALTHCARE COMMUNITY IN TIMES OF PANDEMICS: THE MEDICAL THE BEHAVIORAL CHALLENGE CHALLENGE GLO2137035-4
Slide 3: The Evolution of Behavioral Challenge
THE EVOLUTION OF BEHAVIORAL CHALLENGE Classical economists, such as John A psychologist, BF Skinner Although psychologists, Daniel Stuart Mills, considered humans to be considered behavior a function of Kahneman and Amos Tversky created entirely rational beings, who make conditioning and its modific
Slide 4: B.F Skinner: Conditioning
B.F SKINNER : CONDITIONING4 • Skinner demonstrated that much of our behavior was, like animals, the result of “operant conditioning”. • We learn that given behavior leads to pleasurable results and this behavior is reinforced • Behavior that leads to unpleasant results is shunned 4. B. F. Skinner, t
Slide 5: Kahneman & Tversky: Thinking Systems
But our brains are lazy KAHNEMAN & TVERSKY: and prefer using system 1 THINKING SYSTEMS5 KAHNEMAN AND TVERSKY UNCOVERED OUR TWO “THINKING SYSTEMS” • System 1 makes quick judgements based on instinctual responses. It is usually automatic and covers up 95%+ of decisions people make • System 2 employs r
Slide 6: System 1: The Shortcut Approach
SYSTEM 1: THE SHORTCUT APPROACH SYSTEM 2 ANALYSES, CALCULATES, AND REASONS6. SYSTEM 1 USES “HEURISTICS”, OR BEHAVIORAL SHORTCUTS TO DRIVE RAPID BEHAVIORAL DECISIONS. THERE ARE MANY, BUT SOME OF THE MOST IMPORTANT FOR US INCLUDE : Availability: we assess the Anchoring: we are strongly Loss aversion:
Slide 7: Anchoring
ANCHORING • How much younger than 100 was Albert Einstein when he died? • How much older than 50 was Albert Einstein when he died? • Ask these questions to different groups and you can be sure that the first group will guess a higher age for Albert Einstein. • Why? Because one group is anchored very
Slide 8: Availability
AVAILABILITY What is the ratio of deaths caused by the following two animals every year in the united states?8 Reality We hear much more about people being killed Survey 1:20 by sharks than by cows, and this skews our assessment of probability 8. LIZ NEPORENT, Shark Versus Cow: Which Is Deadlier? He
Slide 9: Loss Aversion
LOSS AVERSION9 • Two groups of students were shown university coffee mugs (which could be purchased for $6) • One group was given the mugs, and then asked how much they would sell them for • The other group was not given the mugs and asked how much they would buy them for • Traditional economic theo
Slide 10: The Root of Social Behavior
THE ROOT OF SOCIAL BEHAVIOR SOCIAL BEHAVIOR IS DEEPLY ROOTED IN US ALL VIA THREE DISTINCT SOURCES: • Instinct. Like all social beings, we have fundamental social impulses that are “hard-wired” into us • Social behavior contains many elements that are a function of our culture, as being described by
Slide 11: Why Is Social Behavior So Difficult to Modify?
WHY IS SOCIAL BEHAVIOR SO DIFFICULT TO MODIFY ? INSTINCT: CONDITIONING: PROCLIVITIES: we are social beings our cultures teach us social each of us is more or less habits driven by social norms GLO2137035-4
Slide 12: How to Change Deep Rooted Habits?
HOW TO CHANGE DEEP ROOTED HABITS ? • A pandemic calls for changes in social behavior • Physicians are rarely trained in behavioral science • Luckily, “nudging” principles can help guide people towards the desired behavior GLO2137035-4
Slide 13: Nudge
NUDGE • In 2008, Richard Thaler and Cass Sunstein published “Nudge” building on Kahneman and Tversky’s work, they proposed means to help “nudge” people into beneficial behaviors • Many of these are designed to activate “System 1” heuristics, in other words, how to use people’s automatic reflexes to
Slide 14: Nudging Can Help Change Behaviours
NUDGING CAN HELP CHANGE BEHAVIOURS ORGAN DONATION RATES11 Austria Germany 1% 12% 99% 88% Donate organs Do not donate organs Donate organs Do not donate organs OPT-OUT OPTION OPT-OUT OPTION 11. Anand Damani, Why 99% of Austrians donate their organs, 2015 http://www.behaviouraldesign.com/2015/08/11/wh
Slide 15: Nudging
NUDGING THERE ARE DOZENS OF NUDGE TECHNIQUES. HERE ARE SOME OF THE MOST IMPORTANT ONES FOR HELPING PEOPLE ADOPT BENEFICIAL HEALTH BEHAVIORS12: DEFAULTS: SOCIAL NORMING: FRAMING: ATTRIBUTION: Using the “laziness” Using “herd behavior” Using the anchoring Using the endowment of System 2 heuristic effe
Slide 16: Using Defaults
USING DEFAULTS • Describe the desired behavior as the norm, and ask what could stop the patient from doing what others are doing. GLO2137035-4
Slide 17: Using Framing
USING FRAMING PLACE THE DESIRED BEHAVIOR IN THE CONTEXT SOMETHING DESIRABLE. Provide framing, focusing on the outcomes that are more likely to motivate the patient The treatment has a 90% success rate The treatment vs has a 10% mortality rate GLO2137035-4
Slide 18: Using Social Norming
USING SOCIAL NORMING • Describe the behavior as something generally accepted in society “ Many of my diabetic patients keep track of the food they eat to ensure they are monitoring their sugar levels. How are you doing with overall tracking and monitoring of sugar intake? Are you running into any di
Slide 19: Using Attribution
USING ATTRIBUTION • Describe undesired behavior as causing loss “ If you stop seeing your doctor and taking your treatment because of the current context, your health might degrade in spite of all the efforts you have deployed until now.” GLO2137035-4
Slide 20: Example Without Nudge
EXAMPLE WITHOUT NUDGE PURE INFORMATIVE STRATEGY “Close contact is a vector for the virus. You should avoid leaving your home, and if you do come into contact with others you should maintain a distance of at least one meter until further notice. This is good for you and for everyone else.” GLO2137035
Slide 21: Example With Nudges
Social Norming EXAMPLE WITH NUDGES “People in your community have been joining in the effort to fight this virus by remaining at home and maintaining a distance of at least one meter with Default others. I’m sure I can count on you to do the same and help accelerate an end to this crisis. Every day
Slide 22: Nudges and Shoves
NUDGES AND SHOVES IN THE CASE OF A PANDEMIC, NUDGES HELP ENORMOUSLY, BUT ARE TYPICALLY NOT ENOUGH GIVEN THE REQUIRED IMMEDIACY OF RESULTS • Healthcare professionals have a crucial role to play to ensure the continuum of care. CONFINED CITIES • They can also help reinforce health and safety measures.
Slide 23: Disclaimer
Disclaimer This presentation is offered for educational purposes only, intended to serve as continuing medical education for health care professionals. The content of the presentation represents the views and opinions of the original creators of such content and does not necessarily represent the vi
Slide 24: Abbott
Abbott