The challenges and opportunities of ‘nudging’

Abstract

Consider the following selective evidence\nof human behaviour in the domain of\nhealthcare. The numeric-cognition feeds\ntypically provided during public vaccin-\nation campaigns are less effective than\naffect-based perception of risk. It is\ncommon to avoid seeing doctors and/or\ndoing health checks because of anxiety\nand fear of receiving bad results. The latter\nmeans that a perceived ‘loss today’\nin the\nhealth status has a stronger impact than a ‘gain tomorrow’, namely preventing or\ncuring a potential disease. Clinicians fail\nto act on available knowledge and guide-\nlines despite the intention to do so.

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