behavioral science

People make decisions about the same information in different ways, depending on how the information is presented. Consider yogurt. You likely chose the one labeled “80% fat free” over the one labeled “contains 20% fat,” although they have the same meaning. Here’s another common preference—we’re more likely to make choices with immediate benefits over those that will pay off in the future.

Last year, we partnered with Professor George Loewenstein, co-director for Behavioral Decision Research at Carnegie Mellon University, to apply behavioral science techniques at GuideWell