In Focus

Book Is behavioural economics ready to save the world?

Modern medicine has long doled out make food labels more eff ective, or to other contributions are largely from helpful advice to ailing patients about improve the way that healthy foods are the perspectives of psychology and not only drug treatments, but also presented in school cafeterias, more marketing: Dennis Runger and Wendy diet, exercise, alcohol abuse, and many politically unpalatable interventions Wood discuss habit formation, Rebecca other lifestyle decisions. And for just in the marketplace might not be Ferrer and colleagues emphasise the as long, patients have been failing to needed. This idea, dubbed “libertarian importance of emotion in decision follow doctors’ orders. Many of today’s paternalism” by Richard Thaler and making, Brent McFerran discusses social most pressing public health problems Cass Sunstein, has been pursued with norms in the context of obesity, Jason would disappear if people would just gusto in both the UK (David Cameron’s Riis and Rebecca Ratner explain why make better choices. Government formed the Behavioural some public health communication Enter behavioural economics. A fairly Insights Team—unoffi cially described strategies are more eff ective than recent off shoot of the dismal science, as the Nudge Unit) and the USA (where others, and Zoe Chance and colleagues Lancet Diabetes Endocrinol 2016 behavioural economics aims to take Sunstein spent time in the Obama and Brian Wansink off er frameworks for Published Online the coldly rational decision makers who administration’s Offi ce of Information designing environments (eg, in schools May 4, 2016 normally populate economic theories, and Regulatory Aff airs). and workplaces) that are conducive to http://dx.doi.org/10.1016/ and instil in them a host of human Whatever public health practi- healthy choices. S2213-8587(16)30060-2 foibles. Neoclassical (ie, conventional) tioners might think about these This collection of essays holds many Behavioral Economics & Public hidden gems, but the one that surprised Health economics, after all is the study of developments—or indeed, of econ- Edited by Christina Roberto and optimising behaviour in the presence omics as a discipline—this turn of me the most was the attention given Ichiro Kawachi of material constraints—why not add events has rather suddenly given (by Runger and Wood briefl y, and Oxford University Press, 2015. constraints on cognitive capacity, or scholars at the cutting edge of Zimmerman extensively) to a dirty little Pp 384. £41.99. ISBN 978-0199398331 self-control, or susceptibility to the consumer science an infl uential voice secret that behavioural economists For more on libertarian formation of bad habits? The hope is in the regulatory process, and some of rarely mention: once it is acknowledged paternalism see Am Econ Rev that by incorporating insights from the best and brightest have stepped that sometimes-irrational consumers 2003; 93: 175–79 other behavioural sciences (most up to contribute. Behavioral Economics can be manipulated into making notably cognitive psychology and & Public Health (edited by Christina healthy choices, it does not require neuroscience) while retaining the Roberto and Ichiro Kawachi) is the much of a leap to conclude that methodological rigour of neoclassical product of a 2014 Harvard University business interests can—and do—use economics, behavioural economics will exploratory workshop on applying the same methods to push back in the yield a more richly descriptive theory social science insights to public health. other direction. This conclusion leads of human behaviour, and generate As might be expected in a volume Zimmerman to a discussion of power new and important insights to better that aims to bring together two such in the marketplace and in our collective inform public policy. inherently multidisciplinary fi elds, the political economy, and to a call to Policy makers have taken notice. In book’s 11 chapters off er an eclectic action on these larger structural issues an era in which free-market rhetoric mix of perspectives. The editors begin in society that neoclassical theory has dominates the political landscape, with an excellent overview of the long neglected. the idea that small changes to fi eld of behavioural economics and Behavioral Economics & Public public health policies might serve to its applications to public health, and Health off ers a view into a chaotic nudge consumers towards healthier an economic perspective can also be fi eld that is rapidly generating new behaviours holds great appeal. Even found in four of the other chapters: insights into human behaviour while though some (irrational) consumers Justin White and William Dow write actively contributing to population- might be better off , the argument about intertemporal choice, Kristina level public health interventions. It goes, if certain unhealthy food Lewis and Jason Block review the use of is essential reading for practitioners products were banned (or worse, incentives to promote health, Michael engaged in designing public health taxed), this approach would infringe Sanders and Michael Hallsworth policies or programmes, and would be on the rights of the many consumers describe their experience working an excellent resource for all students who want to indulge occasionally, and within the UK’s Behavioural Insights of behavioural economics, public fully understand the consequences. Team, and Frederick Zimmerman health, or public policy. If governments could instead use concludes with a thoughtful critique of evidence from consumer science to the fi eld of behavioural economics. The Trenton G Smith

www.thelancet.com/diabetes-endocrinology Published online May 4, 2016 http://dx.doi.org/10.1016/S2213-8587(16)30060-2 1