Abstract

MONROY-CELY, Daniel Alejandro. PROSPECT THEORY, FRAMING EFFECT AND DETERRENCE MESSAGES FOR TOBACCO CONSUMPTION IN COLOMBIA. Vniversitas [online]. 2011, n.123, pp.15-43. ISSN 0041-9060.

The main target of this reflex paper is to explain some ideas about behavioral economics, such as the prospect theory and the framing effect, as well as its possible implications for the law, especially in the context of tobacco control law in Colombia and the current package warning labels. The paper concludes that these warnings have the potential to reduce the tobacco consumption. However, the effectiveness of these messages could be increased if the information is reframed in an alternative way.

Keywords : Behavioral economics; policy in health; law and economics; law in health.

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