Belief, intent, …action!: Bridging intent-action gap - how behavioral economics and consumer journey mapping explains decision making to identify levers to impel consumer action

This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.

Belief, intent, …action!: Bridging intent-action gap - how behavioral economics and consumer journey mapping explains decision making to identify levers to impel consumer action

Anurag Vaish, Sema Sgaier, Steve Kretschmer, Ram Prasad, Tim Sweeney, Jeff Mulhausen, Katie Plocheck, Maaya Sundaram and Maria Eletskaya

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Introduction

Clinical trials in Africa demonstrated that Voluntary Medical Male Circumcision (VMMC) reduces the risk of female-to-male sexual transmission of HIV by about 60%. Modeling estimated that performing ∼20 million circumcisions by 2016 among 15-49 year old men in 14 priority Sub-Saharan African countries could avert 3.4 million...

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