https://ssrn.com/abstract=4046264 or http://dx.doi.org/10.2139/ssrn.4046264 (Thanks to Job Harms for bringing it to my attention)
Abstract: An influential line of thinking in behavioral science, to which the two authors have long subscribed, is that many of society’s most pressing problems can be addressed cheaply and effectively at the level of the individual, without modifying the system in which individuals operate. Along with, we suspect, many colleagues in both academic and policy communities, we now believe this was a mistake. Results from such interventions have been disappointingly modest. But more importantly, they have guided many (though by no means all) behavioral scientists to frame policy problems in individual, not systemic, terms: to adopt what we call the “i-frame,” rather than the “s-frame.” The difference may be more consequential than those who have operated within the i-frame have understood, in deflecting attention and support away from s-frame policies. Indeed, highlighting the i-frame is a long-established objective of corporate opponents of concerted systemic action such as regulation and taxation. We illustrate our argument, in depth, with the examples of climate change, obesity, savings for retirement, and pollution from plastic waste, and more briefly for six other policy problems. We argue that behavioral and social scientists who focus on i-level change should consider the secondary effects that their research can have on s-level changes. In addition, more social and behavioral scientists should use their skills and insights to develop and implement value-creating system-level change.
Twitter comments & Harford FT write-up
Summary quotes
Unlike traditional policies, i-frame interventions don’t fundamentally change the rules of the game, but make often subtle adjustments that promise to help cognitively frail individuals play the game better.
i-frame policies typically focus on modifying policy implementation in ways that are cheap, quick and politically uncontroversial. But the hope is that small changes can make a big difference.
Concerns regarding substituting s-frame to i-frame solutions
[1] Disappointing results. History seems to show that the solution to individual human frailty has been to change the system, not guide the individual. i-frame interventions have, in our experience and that of many of our colleagues, been disappointing, often yielding small or even null results (DellaVigna & Linos, 2022):
[2] i-frame interventions may be counter-productive by drawing attention and support away from the kinds of systemic changes required to address most public policy problems. (…) a general propensity for people to prefer suggested i-frame solutions, even when a well-understood and effective s-frame solution is readily available.
[3] i-frame interventions undermine s-frame changes: through shifting standards of what counts as good quality evidence for public policy. (RCT) experiments will rarely be feasible to test s-frame interventions.
Indeed, we believe that the corporate enthusiasm for supporting i-frame interventions is itself a powerful, line of evidence that promoting such interventions will either fail and/or weaken support for the system-level interventions that threaten their interests. Over many decades, public relations specialists representing corporate interests who benefit from the status quo have figured out that they can effectively deflect pressure for systemic change by reframing problems from the s-frame to the i-frame. (…) corporate campaigns advance i-frame interpretations of the societal problems.
Pattern
- Corporations: the solution to a problem lies with individual responsibility; the social problem is cast in the i-frame
- Behavioral scientists enthusiastically engage with the i-frame.
- i-frame interventions (including nudges, and providing better individual-level incentives, information and education) might provide cheap and effective solutions to conventional s-frame policy levers, such as regulation and taxation
- The i-frame interventions show at best modest, and often null, effects
- Corporations themselves relentlessly target the s-frame
Case studies
Climate change: BP’s carbon footprint campaign frames the challenge of combating climate change as a problem for individual citizens. (…) we doubt that the problem of reducing carbon emissions can be solved or even significantly remediated by i-level interventions such as providing small incentives, more
information, more transparent information, more feedback, more awareness of social norms, or
just greener “defaults.” (also see The carbon footprint sham).
Obesity: “Focus on personal responsibility as the cause of the nation’s unhealthy diet,” taking the food system as a given.
An i-frame understanding of human fallibility is crucial to see why and when it can be so profitable to exploit human weaknesses. (…) i-frame insights into human behavior are successfully being used to modify the “food environment” in profitable, but unhealthy, ways.
Misattributing problems to individual weakness rather than systemic factors has also implicitly blaming individuals – and encouraging them to blame themselves – for their inability to swim against powerful currents they have little hope of resisting.
Retirement saving: The promise of i-frame interventions, such as defaults and financial literacy training provides a tempting alternative to radical s-frame reform of the defined contribution products the pensions industry has embraced. (They also cite Lauren Willis, I’m a big fan of her work, see earlier posts).
US healthcare: Healthcare is expensive and low quality in the U.S. because it has not been possible to build the political consensus required to make the difficult choices needed to bring down costs and use the savings to increase equity, and quality. The world provides a number of different possible models of healthcare systems that provide better services at far lower costs than does the byzantine health system in the U.S. The key to lowering health care costs is to move toward one of the systems proven to work.
The crucial supporting role of behavioral science
Our goal in this paper is not, therefore, to discount the important role that behavioral science has to play in public policy, but to provoke a discussion among behaviorally-oriented academics about how our focus on individual-level interventions has failed to promote, and, in fact, has sometimes inadvertently stifled, the effective public policy required to address the diverse problems that plague our societies.
To redress the balance requires putting these insights into public and political debate:
- The credulous mind: Insensitivity to conflicts of interest
- Fundamental attribution error – the fact that people typically focus on individual, rather than environmental, causes for behavior
- Power of framing
- The unexpected power of adaptation. When s-level changes are actually implemented, however, as Janusch et al. (2021) elegantly demonstrate, people consistently adapt more rapidly than they anticipate, and often come to embrace s-level reforms that they had previously resisted.
Conclusion
We have argued
(1) that many critical public policy challenges arise from systemic policies that are actively maintained by the commercial interests that they benefit;
(2) those commercial interests actively promote the view that these problems have i-frame solutions, while lobbying against s-frame reform;
(3) that many behaviorally oriented academics with an interest in public policy, including ourselves, have inadvertently reinforced the ineffective i-frame perspective;
(4) behavioral i-frame interventions have generally had disappointing results, but more importantly can have perverse unintended consequences, such as reducing support for policies solutions that are well known to be effective, and leading individuals to blame themselves for problems with systemic origins.
Related
It made think of an earlier blog-post on the limits of demand-side solutions (e.g. i-frame interventions such as information); What does Behavioural Economics mean for Competition Policy? (Amelia Fletcher and others).
And Jaap Tielbeke’s book Een beter milieu begint niet bij jezelf (in Dutch) makes a similar point. From my review: “Goed onderbouwd boek dat oplossing niet bij het individu ligt maar in het systeem. Individuele aanpassingen zetten niet echt zoden aan de dijk en creeren ten onrechte schuldgevoel.”