1. Successful intervention strategies in Global One Health What can behavioural economics bring to the table? Ron Bergevoet, Marcel van Asseldonk, Nico Bondt, Eva van den Broek, Tanja de Koeijer, Carolien de Lauwere

2. Overview of the interactions that contribute to the emergence of GOH issues ( Treadwell, 2008). 2

3. Global one health issues  In the Global One Health (GOH) approach: ● Describe the interdependence of human health with the health of animals, plants, and sustainable ecosystems. ● Multidisciplinary for translational solutions for improving the health of humans, animals and plants and ultimately the sustainability of planet Earth. ● Improving GOH implies that existing and new intervention strategies are designed and implemented. Fresco et al (2016) 3

4. Behavioural insights Policy instruments 4 Nudging - maintains choices but makes ‘good’ choice easier Information - maintains choices Regulation -limits choices Incentives - rearranges choices by cost / reward

5. Implementation of measures to improve GOH  Needs the involvement of multiple (individual) stakeholders that need to behave in a specific way or have to refrain from specific behaviour.  Neo-classical economy assumes profit maximisation and that stakeholders behave accordingly.  However behaviour might be hampered by psychological biases e.g.: ● imperfect optimisation, ● bounded self-control or non-standard preference (Madrian, 2014). 5

6. Why behavioural economics (BE)?  T he ‘standard’ model of a rational self-interested economic agent does not adequately describe human decision-making.  ‘Standard’ model: Homo economicus -individuals make choices so as to maximize a utility function, using the information available, and processing the information appropriately.  Behavioural economics: Homo sapiens studies the effects of contextual, social, cognitive, and emotional factors on the economic decisions of agents. 6

7. Why Behavioural Economics (continued) “A lot of our policy models traditionally are based on a rather naïve understanding of what drives behaviour. But if you have a more intelligent, nuanced account of how people make decisions, you can design policy that is more effective, less costly, and makes life easier for most citizens.” David Halpern, Director of the UK Behavioural Insights Team quoted in (Bell 2013) 7

8. Behavioural economics 8 A lot of attention in “popular science”

9. Additions to the toolbox 9 Theories about human decision making Theory of planned behaviour Theory on Habitual behaviours Rogers’ theory about the diffusion of innovations Nudge theory Prospect Theory

10. Project 2015-2016: a white paper  Overview of the state of the art of methods and developments in behavioural economics (BE).  Focus on financial incentives: ● Possibilities for an ex-ante prediction of implementation of innovation or measures by stakeholders. ● BE in a B2B and G2B environment in agriculture. ● Characterizing the utility function using insights of the prospect theory: the level of adoption in relation to the strength of the stimulus. ● Development of a theoretical framework and a research protocol to validate the theoretical framework. 10

11. Prospect Theory: An Analysis of Decision under Risk: by Daniel Kahneman and Amos Tversky Econometrica, 47(2), pp. 263-291, March 1979 11

12. Projects 2016-2017 (1)  Emerging zoonoses in relation to the changing socio-economic environment  Behavioural economics framework to evaluate policy implications and adoption of intervention measures to reduce the risk of emerging zoonoses 12 CVI-WUR LEI-WUR WU Health & Society (HSO) WU Resource Ecology (REG) WU Business Economics (BEC)

13. Projects 2016-2017 (2)  EndotoxLESS  To investigate consumer behaviour ont he intervention strategies. Human behaviour is typically difficult to change (e.g. the high failure rate of diets)  To investigate the effects of implementing recent insight from behavioural economics like the use of nudging strategies on farmers aimed at the successful implementation of intervention strategies. 13 LR-WUR LEI-WUR FBR-WUR CVI-WUR WU Business Economics (BEC)

14. Projects 2016-2017 (3)  Global One Health risks of livestock manure application  Develop a framework for evaluating measures and it’s limiting factors for effective adoption within a socio- economic 14 RIKILT PSG-PRI LR-WUR CVI-WUR LEI-WUR Alterra-WUR FBR-WUR WU-AFSG

15. 15 Something for you?