Behavioral Economics and Health Decision-Making: A Study on Preventive Health Behavior in Urban Communities

Pratiwi Indariani; Achmad Fauzan Mahfuds

doi:10.37899/mjde.v2i3.222

Authors

Pratiwi Indariani Fakultas Ekonomi dan Bisnis Universitas Negeri Manado (UNIMA)
Achmad Fauzan Mahfuds Fakultas Ekonomi dan Bisnis Universitas Negeri Manado (UNIMA)

DOI:

https://doi.org/10.37899/mjde.v2i3.222

Keywords:

Behavioral Economics, Preventive Health, Urban Communities, Cognitive Biases

Abstract

Preventive health practices play a vital role in reducing the risks of chronic diseases and enhancing population well-being. Despite this, preventive measures such as immunization, regular check-ups, balanced diets, and exercise remain underutilized in metropolitan areas. This study adopts a behavioral economics perspective to examine how cognitive biases shape urban residents’ decisions regarding preventive health behaviors. A quantitative survey was conducted among 392 respondents across diverse socioeconomic backgrounds, focusing on present bias, status-quo bias, and bounded rationality. The results revealed significant negative correlations between these biases and preventive health practices. Specifically, present bias strongly predicted delays in medical check-ups, status-quo bias hindered the adoption of healthier routines, and bounded rationality contributed to the misinterpretation of health-related information. Socioeconomic status further moderated these outcomes, with higher-income individuals more likely to engage in preventive measures. The findings underscore the importance of applying behavioral insights such as framing effects, default options, and simplified health communication to improve uptake of preventive practices in urban environments. Policymakers are urged to integrate behavioral nudges with equity-oriented health initiatives to address persistent disparities.

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