DURHAM, N.C. -- Government subsidies persuade some people to change habits, but social shame works even better, suggests a recent study of efforts to reduce elevated childhood death and disease rates blamed on the microbial pathogens that cause diarrhea in rural India.
"All this started with public health workers there just beating their heads against the reality of how sticky human behavior is and how hard it is to change it," said Subhrendu Pattanayak, an associate professor at Duke University's Sanford School of Public Policy and Nicholas School of the Environment.