Department of Society, Human Development, and Health, Harvard School of Public Health, Boston, Massachusetts, USA.
Am J Prev Med. 2013 Feb;44(2):185-9. doi: 10.1016/j.amepre.2012.10.008.
The field of behavioral economics combines psychology and economics to investigate how individuals actually behave as opposed to how they would behave if they were being perfectly rational (as in the sense of maximizing their utility). Although initial applications focused on consumer behavior, such as explaining why people failed to save adequately for retirement, the field has moved increasingly into the area of explaining health behaviors as well as the design of lifestyle interventions, such as weight loss and smoking-cessation programs. This article provides an overview of several important behavioral economics concepts of relevance to public health and health behavior change.
行为经济学将心理学和经济学结合起来，研究人们的实际行为，而不是他们在完全理性（即最大化效用）时的行为。虽然最初的应用主要集中在消费者行为上，例如解释为什么人们没有为退休做好充分的储蓄，但该领域已经越来越多地涉及解释健康行为以及生活方式干预的设计，例如减肥和戒烟计划。本文概述了与公共卫生和健康行为改变相关的几个重要的行为经济学概念。
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