Prof. Ravi Dhar from the Yale School of Management sharing insights with participants.
Bill & Melinda Gates Foundation – India office organized a one day workshop on Behavioral Science with a specific focus on Family Planning on June 28 in New Delhi.
The foundation had observed through the several public health programs it funds in different states of India that there has been a growing interest in the use of behavioral science (the multi-disciplinary field combining behavioral economics, social & cognitive psychology, neuroscience and advertising & marketing) to design more effective behavior change programs.
Behavioral science recognizes that people are not always rational or consistent in their choices - context drives behavior more than a careful examination of specific features or benefits of the choice. Moreover, even when people have positive attitudes and intent to perform a behavior, they may not do this at the moment of choice, leading to an intent-behavior gap.
Foundation’s other study results also showed that the above mentioned behavior has implications for designing effective behavior change programs to increase the uptake of various modern contraceptives.
This workshop, delivered by Prof. Ravi Dhar from the Yale School of Management (Marketing & Psychology), was focused on the foundational principles of behavior science and introduce participants to practical frameworks around behavioral insights and the design and test of interventions.
The foundation feels, high-end workshops like this can develop better understanding of softer sides of human behavior among social professionals in India and south east Asia and social programs can bring better impacts.
Image: Yale school of management.
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