Q. Q.
A. A. Game theory can help you understand how incentives are responsible for many of these.
Humans are remarkable for their altruism. We stand out among primates because we can cooperate with others on a large scale from cities to neighbourhoods and even societies with millions of people. Game theory helps us understand how and why we are able to be so generous to one another. It helps us understand the ways we are good.
Hidden Games, which Moshe Hoffman and I wrote, is a large part of this topic. We ask, “How do you get people cooperative?” We then answer questions about the quirks of altruism. The first aspect refers to a classic Game Theory answer. It states that with repeated interactions, it is possible to solve the core problem in cooperation required for altruistic behaviour. Two players are a famous game theory example. They can work together, which can cost A someone but also benefit B. B’s benefit can be greater than As. If your partner is cooperating, you may benefit but not cooperate. It is possible to end up in a situation that no one cooperates, which can lead to a problem. Although everyone would be better off cooperating, they don’t have any incentive to do so.
This can be solved by playing again and again the game over repeated interactions. People learn that cooperation is actually reciprocal. This encourages them be like this. In our book, we ask: How can we make this a larger game than a two-player one? You can achieve this by creating a norm-enforcement environment.
Q. These insights can influence pro-environmental behavior now?
A. Absolutely. It’s important to create an environment where cooperation can thrive. We have identified three essential elements that are important here. The first is to be aware of the behaviour you encourage, whether it’s conserving water, or supporting sustainable products. You can ask people to call a hotline when they sign up for a program that reduces energy consumption. This isn’t visible as no one will be able to see that they did it. A public sign-up sheet can be put up so people can add their name and will see if others have done it.
The second is to eliminate all excuses. Imagine that you are able to position people to raise funds for a supermarket. There are two doors to this door, one with a person inside and the other without. Research shows that people are more likely to leave the second door in order not to be contacted by the fund-raiser. Look at your situation and find plausible excuses to avoid the fund-raiser. This will make it easier to coordinate norm enforcement. The third factor is the variability in norms that change across cultures and time. This is something that people are aware of and their psychology seeks to understand. Communicate your expectations clearly. If you see a pro-environmental behavior that you like, let it be known publicly. Everyone should hear it. To encourage altruism, increase observability and eliminate excuses, communicate expectations.
Q. Q.
A. A. Many people stop taking their medication halfway through this difficult treatment because it is so difficult. This person can become more contagious and resistant to drugs. This is a problem of cooperation. It seems reasonable to stop an excessive treatment and hope you’ll be okay. This behavior is costly from a social point of view.
Instead of sending you a reminder text, our health platform now uses the three methods I described. It asks you to confirm that you have received your treatment. If you don’t verify, it will ask again until you do. If you don’t verify after multiple reminders, it places you on a list. A team will call you to help you get on the right track.
People who actually do the necessary to observe others are able to achieve observation. Multiple messages and follow-ups can eliminate excuses. Expectations are communicated so that people know this is not for their health, but to protect others and ensure the health of the community.
We have tested the platform in two large-scale trials in Kenya. One trial involved 1,200 patients in 2016, and another involved 15,000 patients over three year. Both cases showed very positive results. The number of people who did not complete their treatment fell between a third to two-thirds. There was also a significant increase in medication adherence. This product is based on game theory principles and has been a huge success.
(Views expressed are solely my own.
