The Behavioral Health cluster explores how policy, context, and motivation can nudge consumers toward healthier, more socially beneficial choices.
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.