Comprender la naturaleza humana
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Harnessing Human Nature for the Reduction ofPoverty
Nava Ashraf
International Forum on Reduction of Extreme Poverty | July 2014
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Health
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Education
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Development
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Development is Co-Produced
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Development is Co-Produced
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Resources and Supply is Not Enough
More than 13 million needless deaths every year fromconditions for which safe, effective and affordable preventionand treatment exist
Insecticide treated nets prevent malariaCondoms to prevent HIV/AIDsWater purification to prevent waterborne illness
Families remain trapped in poverty, even when simpleyield-improving agricultural technologies and savingsinstruments are available.
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Resources and Supply is Not Enough
More than 13 million needless deaths every year fromconditions for which safe, effective and affordable preventionand treatment exist
Insecticide treated nets prevent malariaCondoms to prevent HIV/AIDsWater purification to prevent waterborne illness
Families remain trapped in poverty, even when simpleyield-improving agricultural technologies and savingsinstruments are available.
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The Co-Producer
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The Co Producer
How We (All) Make Decisions:
Universal PrinciplesExacerbated under Stress& PovertyObstacles —>Levers
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The Co-Producer
How We (All) Make Decisions:
Universal Principles
Present-BiasLimited BandwidthSocial Influencers
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Fast vs Slow Thinking
“Fast” Mammalian brain: involved more in decisions for now (whenwants are preferred) than for decisions for later.“Slow”Neocortex: involved in both types of decisions.
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Choosing Fruit vs. Chocolate: Read and van Leeuwen(1998)
Choosing(Today( Ea.ng(Next(Week(Time(
If(you(were(deciding(today,(would(you(choose(fruit(or(chocolate(for(next(week?(
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Patient Choices for the Future
Choosing(Today( Ea.ng(Next(Week(Time(
Today,(74%(of(subjects(choose(fruit(for(next(week.(
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Impatient Choices for Today
Choosing(&(Ea,ng(Simultaneously(Time(
If(you(were(deciding(today,(would(you(choose(fruit(or(chocolate(for(today?(
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Time Inconsistent Preferences
Choosing(&(Ea,ng(Simultaneously(Time(
Today,(70%(of(subjects(choose(chocolate(for(today.(
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We want to do the right thing
...we just find it difficult.
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We want to do the right thing
...we just find it difficult.
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Cognitive Load
80 students brought into a laboratoryTold to memorize a number
50% memorize a 2-digit number (low cognitive load)50% memorize a 7-digit number (high cognitive load)
Given snack choice: fruit salad or chocolate cake
Shiv and Fedorikhin (1999)
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Results (Ashraf et al, 2006)
Average increase in bank account savings: after 6 months,46%; after 12 months, 80%
Increase for those who took up: after 6 months, 192%; after12 months, 337%
Similar product subsequently used by the Bank to help clientskeep commitment to stop smoking
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A word on methods: Field experiments
Need to know what works and why
But in evaluation, there is always the fundamental problem ofidentification
Randomized Control Trials (RCTs) allow for causal inferencethrough randomization into treatment and large sample sizes
Particularly helpful in demonstrating value of psychological &sociological factors in development
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A word on methods: Field experiments
Need to know what works and why
But in evaluation, there is always the fundamental problem ofidentification
Randomized Control Trials (RCTs) allow for causal inferencethrough randomization into treatment and large sample sizes
Particularly helpful in demonstrating value of psychological &sociological factors in development
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A word on methods: Field experiments
Need to know what works and why
But in evaluation, there is always the fundamental problem ofidentification
Randomized Control Trials (RCTs) allow for causal inferencethrough randomization into treatment and large sample sizes
Particularly helpful in demonstrating value of psychological &sociological factors in development
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Incentives against Procrastination
Immunization rates of just5% in rural Udaipur(India)Small incentive (1 kg rawlentils per vaccine) raisedfull immunization to 39%
Children who wereoffered immunizationwithout lentil incentive:16%
Banerjee, A., Duflo, E., Glennerster,R., & Kothari, D. (2010).
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(Banerjee et al., 2010)
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(Banerjee et al., 2010)
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Fast vs Slow Thinking: Limited Bandwidth
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The Power of Defaults: Organ Donation
(Johnson and Goldstein 2003)
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Defaults and 401k Participation
Fortune 500 company401(k) started in 1985
Check box to contribute
In April-1998 key change
Check box not to contribute
Does opt-in vs. opt-out affect retirement savings?
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% of New Employees Enrolling
(Madrian and Shea 2001)
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Status Quo Effect vs. Company Tenure
It takes 20 years to overcome the cost of filling a form!
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Just Assistance with Forms Makes Significant Difference in:
Access to Banking ServicesAmong people given a referral letter to a bank and instructions onhow to open an account, 90 percent had thought they would followthrough — but only 50 percent didA bank representative assisting people with the forms had a largepositive effect on take-up (Mullainathan and Shafir, 2009)
Applying to College:
Individuals receiving tax preparation assistance were also offeredhelp with the FAFSA & aid estimates compared against tuition costsCombined assistance & information increased FAFSA submissionsHigh school seniors whose parents received the treatment went from28%-36% more likely to have completed 2 years of college(Bettinger et al, 2012)
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Making it Easy:
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Cost-Effectiveness
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Social Identity
The drive for social inclusionis fundamental, sometimestrumping the drive forphysical sustenance.In his landmark studies,Harry Harlow showed thatinfant monkeys choose tostarve in the arms of a soft,cloth “mother” over havingaccess to milk from a wire“mother.”
.
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Social Identity
Social Identity – Perception of oneness with a group of people – selfconcept extends to include social group.
Stems from:
Cognitive factors: categorization of individuals into groups;and salience of outgroupsMotivational factors: distinctiveness and/or prestige of thegroup; survival
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Identifying barriers to adoption of new contraceptiontechnologies
Modern contraception provides unprecedented degree of choicefor women in developed countries, but adoption rates lag indeveloping world
Unmet need estimated at 25% in sub-Saharan Africa
Open question: What is driving the rates of excess fertility?
Assumed to be lack of “access” (availability, suitability,misinformation)
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Identifying barriers to adoption of new contraceptiontechnologies
Modern contraception provides unprecedented degree of choicefor women in developed countries, but adoption rates lag indeveloping world
Unmet need estimated at 25% in sub-Saharan Africa
Open question: What is driving the rates of excess fertility?
Assumed to be lack of “access” (availability, suitability,misinformation)
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Field Experiment Design
Primary driver of Excess Fertility assumed to be access; study offersvoucher lowering barriers to access
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Field Experiment Design
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Field Experiment Design
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Results
Women given voucher alone:23% more likely to visit a family planning nurse38% more likely to take up a concealable form of contraception57% reduction in unwanted births
...than when they were given the voucher with their husband.
Only when women have greated autonomy to adopt contraceptiondoes it lead to a decrease in unwanted births.
...but is that the whole story?
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Results
Women given voucher alone:23% more likely to visit a family planning nurse38% more likely to take up a concealable form of contraception57% reduction in unwanted births
...than when they were given the voucher with their husband.
Only when women have greated autonomy to adopt contraceptiondoes it lead to a decrease in unwanted births.
...but is that the whole story?
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Results
Women given voucher alone:23% more likely to visit a family planning nurse38% more likely to take up a concealable form of contraception57% reduction in unwanted births
...than when they were given the voucher with their husband.
Only when women have greated autonomy to adopt contraceptiondoes it lead to a decrease in unwanted births.
...but is that the whole story?
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Results
Women given voucher alone:23% more likely to visit a family planning nurse38% more likely to take up a concealable form of contraception57% reduction in unwanted births
...than when they were given the voucher with their husband.
Only when women have greated autonomy to adopt contraceptiondoes it lead to a decrease in unwanted births.
...but is that the whole story?
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Maternal mortality
1 woman in 27
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Maternal mortality
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Maternal mortality
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Maternal mortality
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Pilot Results
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What other relationships exist within thehousehold...
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Curriculum
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Threats to the Social Identity
Proinflammatory cytokine activity and cortisol (i.e., stress) andthat these changes occur in concert with shame.
Chronic social self threats and persistent experience ofshame-related cognitive and affective states predictdisease-relevant immunological and health outcomes in HIV.
And. . .
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Neurologically, Social Exclusion = Physical Pain
(Eisengerger, Liberman, & Williams, 2003, Science)
(A) Increased activity in anterior cingulate cortex during exclusionrelative to inclusion. (B) Increased activity in right ventral prefrontalcortex during exclusion relative to inclusion. Both areas are active duringphysical pain.
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Prosocial Motivations
In repeated economic experiments, people show a propensityto give up money in order to meet other needs.
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Leveraging Pro-Social Motivation in the Provider
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Harnessing innovative distribution mechanisms
Female condoms: new technology that can prevent HIV/AIDStransmission and increase women’s contraceptive options – but adifficult technology to learn, need innovative distribution method
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Field experiment context
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Ashraf, Bandiera and Jack: “No Margin, No Mission? A Field Experiment on
Incentives for Public Service Delivery.” May 2013.
Design and implement a field experiment with SFH Zambia, apublic health organization
1. Census: Survey all salons in Lusaka (~2500)
2. Randomly assign 1200 salons to four treatments
3. Invite to training, learn about incentives
4. Sales and monitoring: collect monthly data on hairdressers forone year.
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Ashraf, Bandiera and Jack: “No Margin, No Mission? A Field Experiment on
Incentives for Public Service Delivery.” May 2013.
Design and implement a field experiment with SFH Zambia, apublic health organization1. Census: Survey all salons in Lusaka (~2500)
2. Randomly assign 1200 salons to four treatments
3. Invite to training, learn about incentives
4. Sales and monitoring: collect monthly data on hairdressers forone year.
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Field experiment design
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Alternative rewards
Tie reward (stars) to sales effort (# of stars proportional to social value)
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Results
Stars (non-financial rewards) are much more effective thanfinancial incentives in this setting
Seems to be driven by warm glow effect and social comparison
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Results
Stars (non-financial rewards) are much more effective thanfinancial incentives in this setting
Seems to be driven by warm glow effect and social comparison
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Community Health Workers
Shortages of health workers across sub-Saharan Africaundermine national health systems
3% of health work force in Africa, which has 11% of world’spopulation and 24% of disease burden
In Zambia, 12 million people but only 646 doctorsCHWs a potentially innovative solution to this problemWhat are the optimal recruitment and compensation strategies
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Ashraf, Bandiera & Lee: “Recruiting and Motivating HealthWorkers: A Field Experiment in Zambia. (Ongoing)
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CHW Recruitment Posters
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Community oriented poster
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Career oriented poster
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Conclusions
Getting inside the head and heart of the human being revealsthe Universal Principles of :
Present-BiasLimited BandwidthSocial Influencers for Belonging
These can be incorporated into Smart Design of Programs, Servicesand Products and leveraged, to maximize impact
Just as development, health, education is co-produced, so isKnowledge:
Becoming Co-Generators of Knowledge
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Conclusions
Getting inside the head and heart of the human being revealsthe Universal Principles of :
Present-BiasLimited BandwidthSocial Influencers for Belonging
These can be incorporated into Smart Design of Programs, Servicesand Products and leveraged, to maximize impact
Just as development, health, education is co-produced, so isKnowledge:
Becoming Co-Generators of Knowledge
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Conclusions
Getting inside the head and heart of the human being revealsthe Universal Principles of :
Present-BiasLimited BandwidthSocial Influencers for Belonging
These can be incorporated into Smart Design of Programs, Servicesand Products and leveraged, to maximize impact
Just as development, health, education is co-produced, so isKnowledge:
Becoming Co-Generators of Knowledge