Eating Behavior and Obesity
Behavioral Economics Strategies
for Health Professionals

T his book utilizes behavioral economics as the overarching conceptual
framework to discuss the root causes of obesity. This relatively new
fi eld blends insights from psychology and economics. Behavioral economics is a generalization of rational choice theory , which incorporates
concepts of rationality, willpower, and self-interest in a systemic way. Its
basic premise is that humans are hardwired to make judgment errors and
they need a “nudge” to make decisions that are in their own best interest.
The fi eld of behavioral economics is mostly unknown to practitioners in
public health, yet it can offer a valuable framework for understanding
health behavior for public health professionals. Principles of behavioral economics can capture the complexity of individual judgments and
health behaviors; this makes it a useful foundation for improving health
promotion policy.