Economía del comportamiento: Propuesta de un Modelo Conductual en el Sector Salud

Abstract

This research proposes a behavioral model that would allow society to modify its behavior towards preventive health, looking for adequate components based on behavioral economics. The investigated problem was: how to modify the current behavior of the users in the health services in Trujillo? The population consisted of patients who used health services before the start of the covid-19 pandemic, being 884,700 people. The methodology used was a cross-sectional descriptive research, divided into four stages: Determination of the level of knowledge in health, Measurement of cognitive bias, Determination of the key factors that generate cognitive bias; and, Structuring of the behavioral model. The results found to elaborate a behavioral proposal were that there is a cognitive bias, mainly in preventive physical health and in the health of physical controls, in turn the factors that must be modified in behavior are: overconfidence, aversion to loss, availability heuristics, anchoring, present bias, ego depletion, and social norms; while the factors that should only be reinforced in the behavioral model are: status quo, framing and affect heuristics