A better way for policymakers to win over constituents
A new Management Science study, "When Do People Prefer Carrots to Sticks? A Robust 'Matching Effect' in Policy Evaluation," suggests that by understanding how people evaluate policies, marketers and policymakers can better frame and improve acceptance rates.
"For a policy to succeed, it must not only be effective in changing behavior, it must also be accepted by stakeholders," says co-author Ellen Evers, of UC Berkeley's Haas School of Business. "Therefore it is crucial to understand how different descriptions of the exact same policy can lead to dramatically different rates of acceptance."