The "hearts-and-minds frame": Not all i-frame interventions are ineffective, but education-based interventions can be
Ariella S Kristal1, Shai Davidai1
1Management Division, Columbia Business School, New York, NY, USA ask2304@columbia.edu; www.ariellakristal.com sd3311@columbia.edu; www.shaidavidai.com.
Abstract:
Pitting i-frame policies against s-frame policies inadvertently propagates a false dichotomy that fails to distinguish between effective i-frame policies that directly change behaviors and ineffective education-based i-frame policies that try to change people's hearts and minds. We argue that people's fixation on changing hearts and minds may be an obstacle for behavioral science in policy.
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