Development of new behavior modification approaches based on the application of cognitive bias effects

2017 Fiscal Year Final Research Report

• Project/Area Number: 26670306
• Research Category: Grant-in-Aid for Challenging Exploratory Research
• Allocation Type: Multi-year Fund
• Research Field: Epidemiology and preventive medicine
• Research Institution: The University of Tokyo
• Principal Investigator: KONDO Naoki 東京大学, 大学院医学系研究科(医学部), 准教授 (20345705)
• Co-Investigator(Kenkyū-buntansha): 石川 善樹 東京大学, 大学院医学系研究科(医学部), 客員研究員 (80595504)
• Research Collaborator: NAGATOMO Wataru ; SAITO Junko
• Project Period (FY): 2014-04-01 – 2018-03-31
• Keywords: 健康格差 / 行動科学 / 認知バイアス / ストレス / ナッジ / 食 / 健診 / 公衆衛生

Outline of Final Research Achievements

In this project we conducted the theoretical reviews on the behavior scientific approaches applying the human cognitive bias toward reducing health inequality. Then we conducted two empirical studies based on the theory. First, using the data of health check up service provider and compared the service sessions with conventional rational-type encouragement for the health check service and other sessions with more affective attractions. The latter gathered more socioeconomically vulnerable persons. Next, we evaluated the campaign cashing back 50JPY for those who ordered vegetable rich meals at local restaurants in Adachi Ward, Tokyo. In the campaign period, those who regularly pay the least for lunch increased the vegetable rich meal orders the most. The overall sales of restaurants also increased in the campaign. These studies support the usefulness of utilizing human cognitive bias on nudging healthy behavior, aiming to reduce health inequality.

Free Research Field

社会疫学