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Governments all around the world are trying to contain the spread of the coronavirus. Making it mandatory for people to wear face masks is a policy that has gained favor among many national governments and state authorities in the United States.
Yet any policy that attempts to modify peopleâs behavior â in this case, making mask-wearing a new norm â needs to take into account undesired behavioral adjustments that the policy may bring about. As behavioral economists, we know that without such consideration, the policy is bound to be less efficient than expected.
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Here are two behavior alterations to look out for as mask-wearing becomes more commonplace.
When things get safer, people adjust their behavior and act more recklessly. This phenomenon, called the Peltzman effect, has been documented in areas as diverse as driving, sports and financial markets, as well as in drug overdose and pregnancy prevention.
The mechanism is always the same: A safety measure (a seat belt in the case of driving or a government bailout in the case of investing) allows the recipient to take more risk (driving faster or investing in more risky instruments). In the end, the behavior becomes less responsible. In fact, a safety measure can make the activity more dangerous.
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Itâs easy to imagine how this could be the case with COVID-19 and face masks. Here, going into public spaces is an activity with an associated risk of getting infected. A face mask is a safety measure that is meant to decrease the probability of infection.
But the Peltzman effect will have a detrimental effect on that probability: When people feel safer with a face mask, they ease off on other forms of prevention, such as carefully washing their hands or keeping social distance. In the worst case, the risk of infection could actually increase.
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Behaviorial science suggests, then, that making face masks mandatory must be accompanied by policies that maintain, if not increase, other forms of prevention. In particular, itâs important to educate the public that, on its own, a face mask is not going to prevent COVID-19 if people forget about practices like social distancing and washing hands.
One could imagine a policy that makes not only face masks but also portable hand sanitizer mandatory. Public health education could work on turning mandatory face masks into visual reminders to wash hands frequently.
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Wearing masks, not staying home
The Peltzman effect does not paint a complete story of how safety measures change individualsâ behavior.
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