The behavioral health cluster within HERA explores how consumers can be nudged toward healthier behaviors that benefit both themselves and society as a whole. This includes actions such as choosing healthier products or exercising more frequently. Key areas of focus for the cluster include the effectiveness of policies designed to encourage healthier choices, the role of social context in facilitating actual behavior change, and the impact of government interventions—such as tax reforms, subsidies, and information campaigns—on consumer preferences for healthy options. To gain deeper insights, the cluster employs qualitative research to uncover the motivations behind existing behaviors and conducts choice experiments to examine how stated policy preferences are shaped by these underlying drivers.
Behavioral Health Economics
Overview of research projects
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At the doorstep of a nutritional transition: Serving plant-based alternatives at social gatherings
Food plays a central role in many social gatherings. This project aims to identify the barriers and opportunities for shifting toward plant-based alternatives in these settings. We focus on the role of social norms, meal composition and presentation, and the cultural or symbolic meanings attached to specific dishes.
Collaborators: Meike Morren, Angela Johnson, Lia van Wesenbeeck
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Meat tax policy preferences
Support for financial incentives to reduce meat consumption largely depends on the tax’s design. Price increases and the use of tax revenue—such as aiding low-income households or subsidizing fruits and vegetables—significantly influence public support. In contrast, factors like the tax's stated rationale, its geographic scope (EU vs. national), or its label (e.g., "levy" vs. "tax") have less impact. Notably, right-leaning individuals are not universally opposed to such taxes, especially when pricing and revenue redistribution are favorable. Future directions are how social tipping point and resistance play a role in policy preferences.
Collaborators: Meike Morren, Sanchayan Banerjee (Kings College), Ainslee Erhardt (LSE), Matteo Galizzi (LSE), Marta Buso (IVM, VU), Daniele Pollicino (LSE) and Angela Johnson (VU)