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Will a negative reward convince vaccine opponents?
The "hatred of loss" is supposed to lead at least some of the opponents to get vaccinated, but an experiment conducted in Israel in the past proves how dangerous the sanctions tactic is.
Dana Luzon discusses the economic and psychological aspects of government moves
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Vaccines
Dana Pan Luzon
Saturday, 25 September 2021, 18:34 Updated: Sunday, 26 September 2021, 08:58
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In the video: Bennett in an interview with Tal Shalev calls on vaccine opponents not to believe Pike News - "He kills" (stills: Reuven Castro, video: Niv Aaronson and Roni Knafo, edited by: Lear Spiegler)
Teachers who are not vaccinated against corona at the end of six months from their last vaccination, or recoverers who do not want to be vaccinated and do not present a negative test, will not be accepted already for their absence. The policy against vaccine refusers continues to look for ways to deal with the complex reality that is only getting more complicated. If the holidays gave us a moment of respite, even if imaginary, now the children will return to school and with them the teaching staff for a longer sequence. That, at least, is hope.
The question of how to deal with vaccine opponents does not go down in the headlines, and when it merges into one equation with children and a continuous study routine, the concern is great. This time we are going in a different direction - instead of persuading to get vaccinated and giving a positive incentive or a small boost, go for the model of hatred of loss: those who do not get vaccinated and do not pass tests and show negative results, will not be paid. The idea they chose to take is consistent with the fact that we hate to lose more than we like to gain.
Some studies claim that psychologically the intensity of losses is double that of gains.
The first to propose the term "hatred of loss" were the Israeli psychologists Amos Tversky and Daniel Kahneman.
Does it have a chance to work?
Will non-payment of salaries to teachers really send them to the next immunization position?
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To the full article
Some have nothing to talk about, but others actually understand the logic.
Demonstration of vaccine opponents last week (Photo: Official website, Avshalom Sasson, Maariv)
Against the background of the opposing voices (as expected) from the teachers' organizations, I found myself thinking of the answer to the question and recalling one of Prof. Ash's lectures. Not our Prof. Ash, another one, David Ash, a behavioral economist who specializes in health policy and health decision making. He has authored over 350 articles and has millions of views in various lectures.
In one of his lectures, Prof. Ash talks about the terrible car accident of New Jersey Governor John Corzine, who completely crashed and found himself with many fractures all over his body. After the serious accident the governor needed blood donations, immediate surgery and a respirator that would help him breathe. What's amazing is that in that horrific accident in which he nearly lost his life, the governor did not wear a seat belt. In fact, his acquaintances say, he never did. Before he became governor he was the CEO of Goldman Sachs, so it cannot be suspected that he is a stupid person. And yet, he found himself breathing because he did not take such an elementary precaution.
Prof. Ash says, and rightly so, that this is where the main problem lies when we come to talk about behavior and decision-making on health issues.
We turn to logic and think that if we represent facts people will act accordingly.
As you already understand, this does not always happen.
Before you are sure you are rational because you are wearing a seat belt and because you went to get vaccinated, you may think about when you last texted while driving because you really had to respond to an urgent message.
According to Prof. Ash, there is a difference between understanding and action.
We understand a lot of things, but do not always act accordingly.
Changing people's opinions about vaccines is a difficult task.
Changing their behavior and sending them to also get vaccinated is an almost impossible task.
There are two different stages here that do not necessarily happen together, even though everyone talks about them as if they were one piece.
State laws require a seat belt, but he did not fit.
John Corzine (Photo: Creative Commons)
When we see in the news the tables showing side by side the number of sick and dead out of the unvaccinated versus the vaccinated, we are immediately sure that it alone will immediately send for vaccination all the opponents. Do they not see the gap? These things may affect understanding, but not always the other part - taking action. Do you think that you are the ones who listen to reason? So here's another food for thought. The last month has been busy with holidays. Did you eat more than you should have? Were you able to give up the dessert at the family meal even though you knew you were exaggerating?
It is important for me to note that I am in favor of vaccines, but we need to stop and understand how complex this issue is, how difficult it is to get people to make decisions even if they are healthy and right
. Belting a seat belt, not texting while driving and eating a balanced and healthy amount are just simple examples from everyday life. Even if humans sometimes fully understand the right facts and the possible possible consequences, they sometimes act irrationally.
So how do you get vaccinated?
If we understand that there are two parts here, how can we also motivate action?
And if teachers are told that if they are not vaccinated they will not be paid, it will create hatred of loss.
Why do you think it will work?
Very simple - because it worked in the past.
You know that you are not allowed to eat the dessert after you have exploded during the holiday, but ... (Photo: Alon Mesika)
Prof. Ash tells of an experiment in which you would encourage people to walk 7,000 steps a day. Familiar with this idea that you know very well that sports should be done but in practice it happens a little less? Here we examined the hatred of loss. One group, the control group, was told to walk 7,000 steps each day.
The second group was promised $ 1.40 for each day they were given the task. From the third group they took the same amount, which was deducted from the budget received by its people at the beginning of the month. This is exactly the same economic incentive - $ 1.40. The results showed that a loss incentive does have a greater impact.
The results of the winning group were similar to the control group, which did not win or lose. The group that is managed as part of a loss has fulfilled the task much more comprehensively than both of them - about 50 percent of the time.
We hate to lose more than we love to gain. But does that mean we have found what will motivate teachers to get vaccinated? Wait a minute. Another example of Prof. Ash proves that we are far from a solution.
In kindergarten they tried to think of how to make the parents stop after picking up the children, because it causes the staff to leave late, the children who are left last start to cry and the oppressive pattern returns.
Try to think of a model that will stop this unhealthy culture of lateness.
The idea was that anyone who was late would have to pay a fine of ten shekels, a loss that could accumulate very quickly to a few hundred shekels.
They tried to implement this plan, you will not believe it - here in Israel.
The phenomenon was supposed to be reduced, wasn't it?
In practice the delays only intensified.
After all, if I can after for 10 shekels, I am willing to pay the price.
The parents' guilt even disappeared.
And here's an example where money can be a problem.
It is not really certain that the battle with teachers is justified (Photo: Reuven Castro)
Dana Pan Luzon (Photo: Nir Keidar)
Education workers are priced very low anyway for the important and hard work they do.
It is not certain that the hatred of loss here from the little that has already been paid will do the job.
Maybe after the grueling two years in the face of an epidemic, with endless zooms and incessant changes, along with the decision not to pay for those who do not show a test or vaccine, will make teachers think that in such a reality it might be better and even lucrative to leave teaching?
The intention to produce a hatred of loss that will motivate action is correct and important, but it should be taken into account that the model of loss here may even produce the opposite reaction and perhaps even stronger resistance.
The author holds a bachelor's degree in communication, economics and psychology.
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