To social psychologists, it's obvious: decisions are not as cool and rational as sometimes portrayed by economists and philosophers. People are 'socialized' into the status quo, often failing to select a superior option that they themselves know to be better. They purchase fatty potato chips and microwave popcorn against their better judgment, simply because it's there, or because the benefits are immediate and the costs delayed. Such behavioral patterns are the subject of a recent solid article in the Journal of the American Medical Association: Loewenstein G, Brennan T, Volpp KG. Asymmetric Paternalism to Improve Health Behaviors. JAMA. 2007;298(20):2415-7. Here's one such behavioral pattern, sometimes called the default bias:
"[I]n New Jersey, the default on automobile insurance conferred a limited right to sue (with an option to pay extra to acquire a full right to sue), but only 20% of drivers chose to acquire this right. In contrast, in Pennsylvania, where the default was a full right to sue (with a discount if drivers switched to a limited right to sue), approximately 75% of drivers opted to retain the full right to sue. Likewise, employees save more when their employer automatically deposits a significant share of salary into a retirement plan than if the default is no contribution."
To direct people toward healthier behavior, we should exploit these behavioral biases to our advantage. Yes, that means being mildly paternalistic, in the sense of protecting people from themselves or at least their unprincipled actions. We should therefore strive to "make healthy behaviors more convenient (less immediately costly) and unhealthy behaviors less convenient (more immediately costly)." For example: "companies could offer free chilled bottles of water within easy access of employees or students, while soft drinks could be sold in less convenient locations farther away from employee work stations or offices." Other types of structural change would not be difficult to implement. Currently, patients have to remember (though they often don't) to schedule a colonoscopy every five years. Instead, colonoscopies would be automatically scheduled. The problem of missed colonoscopies is structural, not ideological.
What other biases are relevant? We tend to be biased toward the present, prioritizing immediate benefits over future costs. Unintended pregnancy and smoking cigarettes are obvious examples. Eating is another. We eat
too much because the consequences (obesity, diabetes) come much later. Short of becoming time-travelers, there isn't much we can do, except...
"This aspect of present-biased preferences can be exploited by giving individuals choices between health-benefiting and health-harming behaviors before the time they will actually have to act on them. For example, individuals could choose to schedule gym visits and laboratory tests to monitor their cholesterol levels ahead of time and to voluntarily accept financial penalties for last-minute cancellation. Soft drink machines could be programmed with a personal identification code such that the machine cannot be accessed on the following day if an individual has not enabled his or her access or, conversely, if the individual has disabled his or her own access. An individual with a goal of losing weight is much more likely to be willing to deny himself or herself the pleasure of tomorrow's soft drink than today’s."
It's hardly radical, or even un-heard-of (ever work-out with a partner?), but it's brilliant.
Other policy changes are almost obvious: People are more likely to donate money to the Red Cross if collection bins are everywhere. Sex-crazed college students are more likely to use condoms if they're available in dormitories and not just at CVS. Citizens are more likely to have health insurance if people paid their premiums in their taxes and not as an additional expense on the side. And we could increase our organ supply if people had to opt-out instead of opt-in.
How about
rising rates of obesity? We're moving in the wrong direction by making it less convenient to eat healthy. According to a hot-off-the-
press study, nutritious foods now costs as much as $36.32 a day while junk foods cost just $3.52 a day (Monsivais P, Drewnowski A.
The rising cost of low-energy-density foods. J Am Diet Assoc. 2007 Dec;107(12):2071-6). The authors conclude that these rising prices for healthier foods "may help explain why the highest rates of obesity continue to be observed among groups of limited economic means."
The lesson here? It's not about making bad decisions as much as having poor choices.