Abstract
AbstractWhen individuals make decisions regarding their allocation of time and income, the health investment and health that they achieve may fall short of the goals prescribed by medical guidelines and health policymakers. Instead of the oft‐observed policy responses such as additional spending on public awareness campaigns, it may be more fruitful to determine how individuals can be induced to choose behaviors that will lead to the prescribed health. That is, one must recognize the trade‐offs between health investment and consumption or leisure today in the face of factors such as social norms, job stress and advances in health technology.
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