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Table 1 Application of behavioral economic principles to PMTCT

From: Improving utilization of and retention in PMTCT services: Can behavioral economics help?

Behavioral economic concept Application to PMTCT
Social references and temporal salience mentor mothers, support groups, culturally-relevant educational materials utilizing community members, traditional birthing attendants
Present bias conditional cash transfers, vouchers, cell phone minutes, fee exemptions
Default bias opt-out HIV testing and treatment, infant-feeding policy
Loss aversion savings accounts or incremental deposits tied to PMTCT visits