EDGE OF INSIGHT: DECEMBER 2017
Healthcare is rapidly changing, and for us to get closer to what really drives behavior and decision making we need to think more laterally and extend our focus beyond the individual in isolation.
The field of Behavioral Economics has popularized the idea that behavior is not the result of careful deliberation and perfect logic, but instead is often driven by intution, emotion and a myriad of other subconscious factors. We, as social beings, are highly influenced by those around us and our environment; we, as researchers, haven't paid adequate attention to these elements.
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