Brain game: Why social policy needs more than the behavioural economics bandwagon

This article argues, with particular reference to the UK, that governments wishing to change the behaviours of their populations need to use more than behavioural economics.

Brain Game: Why social policy needs more than the behavioural economics bandwagon

Mark Francas TNS

Behavioural economics insights can help break through the final barriers to behaviour change – but policymakers who believe they have found a "magic bullet" solution may risk disappointment.

For policymakers, trying to change human behaviour the old-fashioned way is expensive, risky, and fraught with failure.

Launching wide-reaching education programmes, and canvassing support for new laws or fiscal policy; altering financial incentives in favour of new behaviour and trying to convince populations of the rational reasons for acting that way: all are costly, potentially controversial...

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