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21. Should We Pay People to Be Healthier?

Freakonomics, M.D.

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Loss Aversion - How to Increase Physical Activity Without Money

Loss aversion comes up a lot in behavior economics. People value what they have already more than something equivalent that they gain. The people who felt like they were losing money when they failed to meet a goal, exercised more often. One of the problems with these interventions is that they're difficult to scale.

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