Impact of Self-or Social-regarding Health Messages: Experimental Evidence Based on Antibiotics Purchases
We study two interventions in Beijing, China, that provide patients with information on antibiotic resistance via text message to discourage the overuse of antibiotics. The messages were sent once a month for five months. One intervention emphasizes the threat to the recipient’s own health and is found to have negligible effects. The other intervention, which highlights the overall threat to society, reduces antibiotics purchases by 17% in dosage without discouraging healthcare visits and other medicine purchases. The results demonstrate that prosocial messaging can have the potential to address public health issues that require collective action.
Keywords: Social-regarding message; Antibiotics; Field experiment
JEL codes: C93, D83, I12
Published: https://doi.org/10.1016/j.jdeveco.2023.103056
Asia Health Policy Program working paper # 66
Ariel Zucker is an assistant professor in the Department of Economics at UC Santa Cruz. Her research studies policies to improve health and environmental conditions among underserved communities worldwide. Many of her projects focus on countering behavioral biases in personal decision making. Prior to arriving in Santa Cruz, Dr. Zucker did a postdoc at UC Berkeley ARE, and earned her Ph.D. in economics from MIT.