DO YOU prefer cake to oranges? Do you sometimes forget to wash your hands after using the toilet? If the answer is yes, then you are a normal human doing what comes naturally, even if this is not necessarily what is good for you.
Getting people to do what is good for them is notoriously difficult – just ask anyone who works in public health. Health officials spend their lives trying to persuade people to give up smoking, take more exercise and eat healthier food. In developing countries, persuading people to change their behaviour is key to reducing the ravages…
