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PEOPLE UNDERESTIMATE AMOUNT OF SUPPORT FOR VACCINES AND MASK MANDATES, BOOTH FINDS: Businesses are underestimating the public s desire for stricter public health measures, according to a new study from the University of Chicago Booth School of Business that suggests that more restrictions may actually boost a company s bottom line.
In an experiment conducted by behavioral marketing professionals Oleg Urminsky and Abigail Bergman, 77 percent of participants surveyed said they d prefer to go to a hospital that required employee vaccinations over one that only recommended them. However, participants also underestimated how many people had the same preference, estimating that only 64 percent of the public would choose a hospital that requires employees vaccinations.
New research suggests that following public health guidance is good business
To slow the spread of COVID-19 for the past year, public health experts have urged people to wear masks and practice social distancing. But in the United States, many people have ignored those recommendations, and some businesses haven’t enforced them for fear of public backlash.
However, most Americans across the political spectrum prefer businesses that enforce mask wearing and would pay extra to be in such an environment, according to new research from the University of Chicago’s Booth School of Business.
In a recent working paper, Prof. Oleg Urminsky and research professional Abigail Bergman, AM’19, examine a series of experiments they conducted with thousands of participants. Their results suggest that consumers and business managers have tended to underestimate other people’s desire for stricter public health measures.