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Application of Behavioral Economics Insights to Increase Effectiveness of Public Awareness Campaigns

  • Anna BorawskaEmail author
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

The traditional (neoclassical) economics assumes that every individual is egoistically oriented toward achieving their main goal (their own interest), which is to maximize utility. However, in many studies referring to various aspects of human behavior, behavioral economics proves that human choices vary depending on the circumstances, place, time, norms and social influences, emotional judgments, cognitive distortions and biases, simplifying reasoning principles applied (heuristics), and at the same time on how and in what circumstances the choice is made (the choice architecture). The objective of the article is to define the concepts of behavioral economics which are the most interesting from the point of view of increasing the effectiveness of public awareness campaigns. In order to determine which concepts of behavioral economics are the most interesting from the point of view of increasing the effectiveness of social campaigns, an analysis of the results of the systematic publication search in the Google Scholar database has been carried out. Literature overview has shown that the effectiveness of social campaigns can be increased by using the knowledge provided by behavioral economics on the subject of reflexive, unreflective, unwise, and fast cognitive processes carried out by individuals.

Keywords

Public awareness campaigns Effectiveness Behavioral economics 

Notes

Acknowledgements

The project was financed with the National Science Centre funds allocated according to the decision DEC-2016/21/B/HS4/03036.

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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Faculty of Economics and ManagementUniversity of SzczecinSzczecinPoland

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