Τα συμπεριφορικά οικονομικά στο χώρο της υγείας : τεχνικές neuromarketing & nudging

Μέντη, Βασιλική

Behavioral economics in the health sector : neuromarketing and nudging techniques

Master Thesis

Author

Μέντη, Βασιλική

Date

2026

Advisor

Πολλάλης, Ιωάννης

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Abstract

This thesis examines the contribution of Behavioral Economics to the field of health, with particular emphasis on neuromarketing and nudging techniques, as well as on the role of emerging technologies and artificial intelligence in shaping contemporary public and clinical health interventions. The starting point of the study is the observation that many decisions related to prevention, vaccination, nutrition, physical activity, treatment adherence, and the use of health services are not made solely on the basis of rational calculations. Instead, they are influenced by cognitive limitations, emotional reactions, habits, social influences, and by the way in which the choice environment is structured. Within this context, the thesis highlights that Behavioral Economics provides a particularly useful theoretical and practical framework for understanding health-related behavior. Through the analysis of concepts such as bounded rationality, heuristics, cognitive biases, and choice architecture, it becomes clear that behavior depends not only on what individuals know, but also on the barriers that intervene between intention and action. At the same time, the study explores the contribution of consumer neuroscience and neuromarketing to the understanding of non-conscious mechanisms that influence attention, perception, risk evaluation, and decision-making. It argues that these techniques can be used primarily to improve health communication and the design of informational messages, provided that their use remains scientifically grounded and ethically bounded. Particular emphasis is placed on the application of nudges in health, including prevention, screening, vaccination, treatment adherence, and clinical decision-making. It is argued that such interventions can contribute substantially to improving health outcomes, especially when they reduce administrative friction, simplify procedures, enhance the clarity of information, and make beneficial choices easier and more feasible in everyday life. In addition, the thesis examines the growing role of digital health, electronic systems, applications, and artificial intelligence, which significantly expand the possibilities for implementing behavioral interventions. At the same time, however, it demonstrates that increased effectiveness is accompanied by greater demands regarding transparency, personal data protection, justice, and institutional accountability. Overall, the thesis concludes that Behavioral Economics, neuromarketing, and nudging can constitute a meaningful complement to the design of health policies and services, provided that they are applied with scientific evidence, ethical caution, and a clear orientation toward improving both individual and public health.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/19090

Collections

Τμήμα Οικονομικής Επιστήμης

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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα