Biological plausibility and randomized controlled efficacy trials justify the importance of clean and accessible water, improved sanitation, and hygiene in reducing morbidity and mortality rates. However, most health impacts can only take place if people use the improved services and practise hygienic behaviour. Despite considerable efforts in increasing access to water and sanitation services and promoting hygiene practices, few people chlorinate their water, wash their hands, and connect to sanitation systems, limiting the potential health impacts of development programmes. This paper explores cognitive and behavioural constraints identified in the behavioural economics literature and how interventions have successfully accounted for these constraints in their design to increase demand for services and positive habit formation. We then provide stylized examples of using behavioural economics solutions when framing information in hygiene campaigns, using new technologies to remind individuals to wash their hands at critical junctures, automating water purification processes, and designing ‘smart’ sanitation subsidies as practical opportunities for practitioners to incorporate these insights into project design to achieve greater impact.

Ashraf, N., Karlan, D. and Yin, W. (2006) ‘Tying Odysseus to the mast: evidence from a commitment savings product in the Philippines’, The Quarterly Journal of Economics 121(2): 635-72 <http://dx.doi.org/10.1162/qjec.2006.121.2.635≯.

Banerjee, A.V., Duflo, E., Glennerster, R. and Kothari, D. (2010) ‘Improving immunisation coverage in rural India: clustered randomised controlled evaluation of immunisation campaigns with and without incentives’, British Medical Journal 340: c2220 <http://dx.doi.org/10.1136/bmj.c2220≯.

Brune, L., Gine, X., Goldberg, J. and Yang, D. (2011) Commitments to Save: A Field Experiment in Rural Malawi, World Bank Policy Research Working Paper no. 5748, August 2011, Washington, DC: World Bank.

Cameron, L., Olivia, S. and Shah, M. (2013) Impact Evaluation of a Large-scale Rural Sanitation Project in Indonesia, Washington, DC: World Bank.

Chase, C. and Do, Q.T. (2012) Handwashing Behavior Change at Scale: Evidence from a Randomized Evaluation in Vietnam, World Bank Policy Research Working Paper no. 6207, Washington, DC: World Bank.

Chetty, R., Friedman, J.N., Leth-Petersen, S., Nielsen, T. and Olsen, T. (2012) Active vs. Passive Decisions and Crowdout in Retirement Savings Accounts: Evidence from Denmark (No. w18565), Cambridge, MA: National Bureau of Economic Research.

Choi, J.J., Laibson, D., Madrian, B.C. and Metrick, A. (2004) ‘For better or for worse: default effects and 401 (k) savings behavior’, in D.A. Wise (ed.), Perspectives on the Economics of Aging, pp. 81-126, Chicago: University of Chicago Press.

Clapp, J.D. and McDonnell, A.L. (2000) ‘The relationship of perceptions of alcohol promotion and peer drinking norms to alcohol problems reported by college students’, Journal of College Student Development 41(1): 19-26.

Clasen, T.F., Bostoen, K., Schmidt, W.P., Boisson, S., Fung, I.C.H., Jenkins, M.W. and Cairncross, S. (2010) ‘Interventions to improve disposal of human excreta for preventing diarrhoea’, Cochrane Database of Systematic Reviews 6 <http://dx.doi.org/10.1002/14651858.CD007180.pub2≯.

Datta, S. and Mullainathan, S. (2012) Behavioral Design: A New Approach to Development Policy, CGD Policy Paper 016, Washington DC: Center for Global Development.

DellaVigna, S. (2007) Psychology and Economics: Evidence from the Field (No. w13420), Cambridge, MA: National Bureau of Economic Research.

Devoto, F., Duflo, E., Dupas, P., Pariente, W. and Pons, V. (2011) Happiness on Tap: Piped Water Adoption in Urban Morocco (No. w16933), Cambridge, MA: National Bureau of Economic Research.

Gächter, S., Orzen, H., Renner, E. and Starmer, C. (2009) ‘Are experimental economists prone to framing effects? A natural field experiment’, Journal of Economic Behavior & Organization 70(3): 443-46 <http://dx.doi.org/10.1016/j.jebo.2007.11.003≯.

Galiani, S., Gertler, P. and Orsola-Vidal, A. (2012) Promoting Handwashing Behavior in Peru: The Effect of Large-scale Mass-media and Community Level Interventions, World Bank Policy Research Working Paper, 6257, Washington, DC: World Bank.

Hammer, J.S. and Spears, D. (2013) Village Sanitation and Children's Human Capital: Evidence from a Randomized Experiment by the Maharashtra Government, World Bank Policy Research Working Paper, 6580, Washington, DC: World Bank.

Kahneman, K. and Tversky, A. (1979) ‘Prospect theory: an analysis of decision under risk’, Econometrica 47(2): 263-91.

Karlan, D., Ratan, A.L. and Zinman, J. (2013) Savings by and for the Poor: A Research Review and Agenda (No. 1027), working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A. (2009) Making Water Safe: Price, Persuasion, Peers, Promoters, or Product Design? Working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A.P. (2011) Social Engineering: Evidence from a Suite of Take-up Experiments in Kenya. Working Paper.

Luby, S.P., Agboatwalla, M., Painter, J., Altaf, A., Billhimer, W.L. and Hoekstra, R.M. (2004) ‘Effect of intensive handwashing promotion on childhood diarrhea in high-risk communities in Pakistan’, Journal of the American Medical Association 291(21): 2547-54 <http://dx.doi.org/10.1001/jama.291.21.2547≯.

Luoto, J., Levine, D. and Albert, J. (2011) Information and persuasion: achieving safe water behaviors in Kenya, RAND Working Paper Series No. WR-885 [online], SSRN <http://ssrn.com/ abstract=1980292≯ or <http://dx.doi.org/10.2139/ssrn.1980292≯ [accessed 2 December 2013].

Montgomery, M.A., Desai, M.M. and Elimelech, M. (2010) ‘Assessment of latrine use and quality and association with risk of trachoma in rural Tanzania’, Transactions of the Royal Society of Tropical Medicine and Hygiene 104(4): 283-89 <http://dx.doi.org/10.1016/j.trstmh.2009.10.009≯.

Pop-Eleches, C., Thirumurthy, H., Habyarimana, J., Graff Zivin, J., Goldstein, M., de Walque, D. and Bangsberg, D. (2011) ‘Mobile phone technologies improve adherence to antiretroviral treatment in resource-limited settings: a randomized controlled trial of text message reminders’, Aids 25: 825-34 <http://dx.doi.org/10.1097/QAD.0b013e32834380c1≯.

Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) ‘The constructive, destructive, and reconstructive power of social norms’, Psychological Science 18(5): 429-34 <http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x≯.

Thaler, R.H. (1989) ‘Anomalies: inter-industry wage differentials’, The Journal of Economic Perspectives 3(2): 181-93.

Ashraf, N., Karlan, D. and Yin, W. (2006) ‘Tying Odysseus to the mast: evidence from a commitment savings product in the Philippines’, The Quarterly Journal of Economics 121(2): 635-72 <http://dx.doi.org/10.1162/qjec.2006.121.2.635≯.

Banerjee, A.V., Duflo, E., Glennerster, R. and Kothari, D. (2010) ‘Improving immunisation coverage in rural India: clustered randomised controlled evaluation of immunisation campaigns with and without incentives’, British Medical Journal 340: c2220 <http://dx.doi.org/10.1136/bmj.c2220≯.

Brune, L., Gine, X., Goldberg, J. and Yang, D. (2011) Commitments to Save: A Field Experiment in Rural Malawi, World Bank Policy Research Working Paper no. 5748, August 2011, Washington, DC: World Bank.

Cameron, L., Olivia, S. and Shah, M. (2013) Impact Evaluation of a Large-scale Rural Sanitation Project in Indonesia, Washington, DC: World Bank.

Chase, C. and Do, Q.T. (2012) Handwashing Behavior Change at Scale: Evidence from a Randomized Evaluation in Vietnam, World Bank Policy Research Working Paper no. 6207, Washington, DC: World Bank.

Chetty, R., Friedman, J.N., Leth-Petersen, S., Nielsen, T. and Olsen, T. (2012) Active vs. Passive Decisions and Crowdout in Retirement Savings Accounts: Evidence from Denmark (No. w18565), Cambridge, MA: National Bureau of Economic Research.

Choi, J.J., Laibson, D., Madrian, B.C. and Metrick, A. (2004) ‘For better or for worse: default effects and 401 (k) savings behavior’, in D.A. Wise (ed.), Perspectives on the Economics of Aging, pp. 81-126, Chicago: University of Chicago Press.

Clapp, J.D. and McDonnell, A.L. (2000) ‘The relationship of perceptions of alcohol promotion and peer drinking norms to alcohol problems reported by college students’, Journal of College Student Development 41(1): 19-26.

Clasen, T.F., Bostoen, K., Schmidt, W.P., Boisson, S., Fung, I.C.H., Jenkins, M.W. and Cairncross, S. (2010) ‘Interventions to improve disposal of human excreta for preventing diarrhoea’, Cochrane Database of Systematic Reviews 6 <http://dx.doi.org/10.1002/14651858.CD007180.pub2≯.

Datta, S. and Mullainathan, S. (2012) Behavioral Design: A New Approach to Development Policy, CGD Policy Paper 016, Washington DC: Center for Global Development.

DellaVigna, S. (2007) Psychology and Economics: Evidence from the Field (No. w13420), Cambridge, MA: National Bureau of Economic Research.

Devoto, F., Duflo, E., Dupas, P., Pariente, W. and Pons, V. (2011) Happiness on Tap: Piped Water Adoption in Urban Morocco (No. w16933), Cambridge, MA: National Bureau of Economic Research.

Gächter, S., Orzen, H., Renner, E. and Starmer, C. (2009) ‘Are experimental economists prone to framing effects? A natural field experiment’, Journal of Economic Behavior & Organization 70(3): 443-46 <http://dx.doi.org/10.1016/j.jebo.2007.11.003≯.

Galiani, S., Gertler, P. and Orsola-Vidal, A. (2012) Promoting Handwashing Behavior in Peru: The Effect of Large-scale Mass-media and Community Level Interventions, World Bank Policy Research Working Paper, 6257, Washington, DC: World Bank.

Hammer, J.S. and Spears, D. (2013) Village Sanitation and Children's Human Capital: Evidence from a Randomized Experiment by the Maharashtra Government, World Bank Policy Research Working Paper, 6580, Washington, DC: World Bank.

Kahneman, K. and Tversky, A. (1979) ‘Prospect theory: an analysis of decision under risk’, Econometrica 47(2): 263-91.

Karlan, D., Ratan, A.L. and Zinman, J. (2013) Savings by and for the Poor: A Research Review and Agenda (No. 1027), working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A. (2009) Making Water Safe: Price, Persuasion, Peers, Promoters, or Product Design? Working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A.P. (2011) Social Engineering: Evidence from a Suite of Take-up Experiments in Kenya. Working Paper.

Luby, S.P., Agboatwalla, M., Painter, J., Altaf, A., Billhimer, W.L. and Hoekstra, R.M. (2004) ‘Effect of intensive handwashing promotion on childhood diarrhea in high-risk communities in Pakistan’, Journal of the American Medical Association 291(21): 2547-54 <http://dx.doi.org/10.1001/jama.291.21.2547≯.

Luoto, J., Levine, D. and Albert, J. (2011) Information and persuasion: achieving safe water behaviors in Kenya, RAND Working Paper Series No. WR-885 [online], SSRN <http://ssrn.com/ abstract=1980292≯ or <http://dx.doi.org/10.2139/ssrn.1980292≯ [accessed 2 December 2013].

Montgomery, M.A., Desai, M.M. and Elimelech, M. (2010) ‘Assessment of latrine use and quality and association with risk of trachoma in rural Tanzania’, Transactions of the Royal Society of Tropical Medicine and Hygiene 104(4): 283-89 <http://dx.doi.org/10.1016/j.trstmh.2009.10.009≯.

Pop-Eleches, C., Thirumurthy, H., Habyarimana, J., Graff Zivin, J., Goldstein, M., de Walque, D. and Bangsberg, D. (2011) ‘Mobile phone technologies improve adherence to antiretroviral treatment in resource-limited settings: a randomized controlled trial of text message reminders’, Aids 25: 825-34 <http://dx.doi.org/10.1097/QAD.0b013e32834380c1≯.

Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) ‘The constructive, destructive, and reconstructive power of social norms’, Psychological Science 18(5): 429-34 <http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x≯.

Thaler, R.H. (1989) ‘Anomalies: inter-industry wage differentials’, The Journal of Economic Perspectives 3(2): 181-93.

Ashraf, N., Karlan, D. and Yin, W. (2006) ‘Tying Odysseus to the mast: evidence from a commitment savings product in the Philippines’, The Quarterly Journal of Economics 121(2): 635-72 <http://dx.doi.org/10.1162/qjec.2006.121.2.635≯.

Banerjee, A.V., Duflo, E., Glennerster, R. and Kothari, D. (2010) ‘Improving immunisation coverage in rural India: clustered randomised controlled evaluation of immunisation campaigns with and without incentives’, British Medical Journal 340: c2220 <http://dx.doi.org/10.1136/bmj.c2220≯.

Brune, L., Gine, X., Goldberg, J. and Yang, D. (2011) Commitments to Save: A Field Experiment in Rural Malawi, World Bank Policy Research Working Paper no. 5748, August 2011, Washington, DC: World Bank.

Cameron, L., Olivia, S. and Shah, M. (2013) Impact Evaluation of a Large-scale Rural Sanitation Project in Indonesia, Washington, DC: World Bank.

Chase, C. and Do, Q.T. (2012) Handwashing Behavior Change at Scale: Evidence from a Randomized Evaluation in Vietnam, World Bank Policy Research Working Paper no. 6207, Washington, DC: World Bank.

Chetty, R., Friedman, J.N., Leth-Petersen, S., Nielsen, T. and Olsen, T. (2012) Active vs. Passive Decisions and Crowdout in Retirement Savings Accounts: Evidence from Denmark (No. w18565), Cambridge, MA: National Bureau of Economic Research.

Choi, J.J., Laibson, D., Madrian, B.C. and Metrick, A. (2004) ‘For better or for worse: default effects and 401 (k) savings behavior’, in D.A. Wise (ed.), Perspectives on the Economics of Aging, pp. 81-126, Chicago: University of Chicago Press.

Clapp, J.D. and McDonnell, A.L. (2000) ‘The relationship of perceptions of alcohol promotion and peer drinking norms to alcohol problems reported by college students’, Journal of College Student Development 41(1): 19-26.

Clasen, T.F., Bostoen, K., Schmidt, W.P., Boisson, S., Fung, I.C.H., Jenkins, M.W. and Cairncross, S. (2010) ‘Interventions to improve disposal of human excreta for preventing diarrhoea’, Cochrane Database of Systematic Reviews 6 <http://dx.doi.org/10.1002/14651858.CD007180.pub2≯.

Datta, S. and Mullainathan, S. (2012) Behavioral Design: A New Approach to Development Policy, CGD Policy Paper 016, Washington DC: Center for Global Development.

DellaVigna, S. (2007) Psychology and Economics: Evidence from the Field (No. w13420), Cambridge, MA: National Bureau of Economic Research.

Devoto, F., Duflo, E., Dupas, P., Pariente, W. and Pons, V. (2011) Happiness on Tap: Piped Water Adoption in Urban Morocco (No. w16933), Cambridge, MA: National Bureau of Economic Research.

Gächter, S., Orzen, H., Renner, E. and Starmer, C. (2009) ‘Are experimental economists prone to framing effects? A natural field experiment’, Journal of Economic Behavior & Organization 70(3): 443-46 <http://dx.doi.org/10.1016/j.jebo.2007.11.003≯.

Galiani, S., Gertler, P. and Orsola-Vidal, A. (2012) Promoting Handwashing Behavior in Peru: The Effect of Large-scale Mass-media and Community Level Interventions, World Bank Policy Research Working Paper, 6257, Washington, DC: World Bank.

Hammer, J.S. and Spears, D. (2013) Village Sanitation and Children's Human Capital: Evidence from a Randomized Experiment by the Maharashtra Government, World Bank Policy Research Working Paper, 6580, Washington, DC: World Bank.

Kahneman, K. and Tversky, A. (1979) ‘Prospect theory: an analysis of decision under risk’, Econometrica 47(2): 263-91.

Karlan, D., Ratan, A.L. and Zinman, J. (2013) Savings by and for the Poor: A Research Review and Agenda (No. 1027), working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A. (2009) Making Water Safe: Price, Persuasion, Peers, Promoters, or Product Design? Working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A.P. (2011) Social Engineering: Evidence from a Suite of Take-up Experiments in Kenya. Working Paper.

Luby, S.P., Agboatwalla, M., Painter, J., Altaf, A., Billhimer, W.L. and Hoekstra, R.M. (2004) ‘Effect of intensive handwashing promotion on childhood diarrhea in high-risk communities in Pakistan’, Journal of the American Medical Association 291(21): 2547-54 <http://dx.doi.org/10.1001/jama.291.21.2547≯.

Luoto, J., Levine, D. and Albert, J. (2011) Information and persuasion: achieving safe water behaviors in Kenya, RAND Working Paper Series No. WR-885 [online], SSRN <http://ssrn.com/ abstract=1980292≯ or <http://dx.doi.org/10.2139/ssrn.1980292≯ [accessed 2 December 2013].

Montgomery, M.A., Desai, M.M. and Elimelech, M. (2010) ‘Assessment of latrine use and quality and association with risk of trachoma in rural Tanzania’, Transactions of the Royal Society of Tropical Medicine and Hygiene 104(4): 283-89 <http://dx.doi.org/10.1016/j.trstmh.2009.10.009≯.

Pop-Eleches, C., Thirumurthy, H., Habyarimana, J., Graff Zivin, J., Goldstein, M., de Walque, D. and Bangsberg, D. (2011) ‘Mobile phone technologies improve adherence to antiretroviral treatment in resource-limited settings: a randomized controlled trial of text message reminders’, Aids 25: 825-34 <http://dx.doi.org/10.1097/QAD.0b013e32834380c1≯.

Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) ‘The constructive, destructive, and reconstructive power of social norms’, Psychological Science 18(5): 429-34 <http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x≯.

Thaler, R.H. (1989) ‘Anomalies: inter-industry wage differentials’, The Journal of Economic Perspectives 3(2): 181-93.

Ashraf, N., Karlan, D. and Yin, W. (2006) ‘Tying Odysseus to the mast: evidence from a commitment savings product in the Philippines’, The Quarterly Journal of Economics 121(2): 635-72 <http://dx.doi.org/10.1162/qjec.2006.121.2.635≯.

Banerjee, A.V., Duflo, E., Glennerster, R. and Kothari, D. (2010) ‘Improving immunisation coverage in rural India: clustered randomised controlled evaluation of immunisation campaigns with and without incentives’, British Medical Journal 340: c2220 <http://dx.doi.org/10.1136/bmj.c2220≯.

Brune, L., Gine, X., Goldberg, J. and Yang, D. (2011) Commitments to Save: A Field Experiment in Rural Malawi, World Bank Policy Research Working Paper no. 5748, August 2011, Washington, DC: World Bank.

Cameron, L., Olivia, S. and Shah, M. (2013) Impact Evaluation of a Large-scale Rural Sanitation Project in Indonesia, Washington, DC: World Bank.

Chase, C. and Do, Q.T. (2012) Handwashing Behavior Change at Scale: Evidence from a Randomized Evaluation in Vietnam, World Bank Policy Research Working Paper no. 6207, Washington, DC: World Bank.

Chetty, R., Friedman, J.N., Leth-Petersen, S., Nielsen, T. and Olsen, T. (2012) Active vs. Passive Decisions and Crowdout in Retirement Savings Accounts: Evidence from Denmark (No. w18565), Cambridge, MA: National Bureau of Economic Research.

Choi, J.J., Laibson, D., Madrian, B.C. and Metrick, A. (2004) ‘For better or for worse: default effects and 401 (k) savings behavior’, in D.A. Wise (ed.), Perspectives on the Economics of Aging, pp. 81-126, Chicago: University of Chicago Press.

Clapp, J.D. and McDonnell, A.L. (2000) ‘The relationship of perceptions of alcohol promotion and peer drinking norms to alcohol problems reported by college students’, Journal of College Student Development 41(1): 19-26.

Clasen, T.F., Bostoen, K., Schmidt, W.P., Boisson, S., Fung, I.C.H., Jenkins, M.W. and Cairncross, S. (2010) ‘Interventions to improve disposal of human excreta for preventing diarrhoea’, Cochrane Database of Systematic Reviews 6 <http://dx.doi.org/10.1002/14651858.CD007180.pub2≯.

Datta, S. and Mullainathan, S. (2012) Behavioral Design: A New Approach to Development Policy, CGD Policy Paper 016, Washington DC: Center for Global Development.

DellaVigna, S. (2007) Psychology and Economics: Evidence from the Field (No. w13420), Cambridge, MA: National Bureau of Economic Research.

Devoto, F., Duflo, E., Dupas, P., Pariente, W. and Pons, V. (2011) Happiness on Tap: Piped Water Adoption in Urban Morocco (No. w16933), Cambridge, MA: National Bureau of Economic Research.

Gächter, S., Orzen, H., Renner, E. and Starmer, C. (2009) ‘Are experimental economists prone to framing effects? A natural field experiment’, Journal of Economic Behavior & Organization 70(3): 443-46 <http://dx.doi.org/10.1016/j.jebo.2007.11.003≯.

Galiani, S., Gertler, P. and Orsola-Vidal, A. (2012) Promoting Handwashing Behavior in Peru: The Effect of Large-scale Mass-media and Community Level Interventions, World Bank Policy Research Working Paper, 6257, Washington, DC: World Bank.

Hammer, J.S. and Spears, D. (2013) Village Sanitation and Children's Human Capital: Evidence from a Randomized Experiment by the Maharashtra Government, World Bank Policy Research Working Paper, 6580, Washington, DC: World Bank.

Kahneman, K. and Tversky, A. (1979) ‘Prospect theory: an analysis of decision under risk’, Econometrica 47(2): 263-91.

Karlan, D., Ratan, A.L. and Zinman, J. (2013) Savings by and for the Poor: A Research Review and Agenda (No. 1027), working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A. (2009) Making Water Safe: Price, Persuasion, Peers, Promoters, or Product Design? Working paper.

Kremer, M., Miguel, E., Mullainathan, S., Null, C. and Zwane, A.P. (2011) Social Engineering: Evidence from a Suite of Take-up Experiments in Kenya. Working Paper.

Luby, S.P., Agboatwalla, M., Painter, J., Altaf, A., Billhimer, W.L. and Hoekstra, R.M. (2004) ‘Effect of intensive handwashing promotion on childhood diarrhea in high-risk communities in Pakistan’, Journal of the American Medical Association 291(21): 2547-54 <http://dx.doi.org/10.1001/jama.291.21.2547≯.

Luoto, J., Levine, D. and Albert, J. (2011) Information and persuasion: achieving safe water behaviors in Kenya, RAND Working Paper Series No. WR-885 [online], SSRN <http://ssrn.com/ abstract=1980292≯ or <http://dx.doi.org/10.2139/ssrn.1980292≯ [accessed 2 December 2013].

Montgomery, M.A., Desai, M.M. and Elimelech, M. (2010) ‘Assessment of latrine use and quality and association with risk of trachoma in rural Tanzania’, Transactions of the Royal Society of Tropical Medicine and Hygiene 104(4): 283-89 <http://dx.doi.org/10.1016/j.trstmh.2009.10.009≯.

Pop-Eleches, C., Thirumurthy, H., Habyarimana, J., Graff Zivin, J., Goldstein, M., de Walque, D. and Bangsberg, D. (2011) ‘Mobile phone technologies improve adherence to antiretroviral treatment in resource-limited settings: a randomized controlled trial of text message reminders’, Aids 25: 825-34 <http://dx.doi.org/10.1097/QAD.0b013e32834380c1≯.

Schultz, P.W., Nolan, J.M., Cialdini, R.B., Goldstein, N.J. and Griskevicius, V. (2007) ‘The constructive, destructive, and reconstructive power of social norms’, Psychological Science 18(5): 429-34 <http://dx.doi.org/10.1111/j.1467-9280.2007.01917.x≯.

Thaler, R.H. (1989) ‘Anomalies: inter-industry wage differentials’, The Journal of Economic Perspectives 3(2): 181-93.