Study • Health · Healthcare Consumption
Understanding Patients' Decisions. Cognitive and Emotional Perspectives.
Redelmeier et al (1993), 'Understanding patients' decisions. Cognitive and emotional perspectives', Journal of the American Medical Association.
Summary by Mark Egan
This paper examines loss aversion in healthcare. It posits that people do not treat foregone gains the same way as equivalent losses. In this case authors note that patients are reluctant to take chloramphenicol (one in 25,000 risk of death) but are also reluctant to get hepatitis vaccinations (one in 10,000 chance of preventing death).
Tactics used
TACTICS
Framing Effects
Behaviors addressed
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