[PRELIMINARY AND INCOMPLETE: PLEASE DO NOT CITE] Money, Masculinity, and Men’s Health: Experimental Evidence on Demand for a Preventive Health Input
نویسندگان
چکیده
A fundamental puzzle about human behavior is the low level of household investment in preventive health inputs. We conducted a field experiment testing advertising devices designed to increase demand for a life-saving health technology characterized by low uptake. Our results reveal highly elastic demand with respect to factors that lie outside of standard consumer demand models of health behavior. Offering compensation of US$10 conditional on completing a counseling session for the technology tripled uptake. Framing the basic advertisement using the statement, “Are you tough enough?”, doubled uptake of the technology. JEL classification: I12; J13; O12
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