“Natural Is Better”: How the Appeal To Nature Fallacy Derails Public Health
People tend to see “natural” as a cue for “safe.” This fallacy is a component of vaccine resistance—but we may be able to flip this inclination to encourage uptake.
Kelly Peters
Kelly Peters (MBA) is the Behavioral Economics Lead & Partner at Deloitte. In 2009, she launched the in-house BE practice at RBC Royal Bank before cofounding BEworks and serving as its CEO until she finalized its acquisition by kyu in 2022. She has overseen over 300 BE projects, creating a vital link between scientific insights and real world applications. Her methodologies and case studies have been featured in several books and published in peer reviewed journals. She received a lifetime achievement award from Consulting Magazine for her pioneering work.
The Lemonade Ultimatum: Game Theory in a Gift Economy
Would festival-goers behave similarly to those in the lab when faced with an unfair economic offer?
Resistance Is Futile: Embracing the Era of the Augmented Worker
The prospect of A.I.-augmented workers is both promising and unsettling: How can employees and firms ensure that they get the benefits of A.I. without erasing uniquely human strengths?