'SuperMum' campaign results in startling improvements in people's handwashing behavior

Friday, February 28, 2014 - 07:02 in Psychology & Sociology

An analysis of a unique “SuperMum” (SuperAmma, www.superamma.org) handwashing campaign shows for the first time that using emotional motivators, such as feelings of disgust and nurture, rather than health messages, can result in significant, long-lasting improvements in people’s handwashing behavior, and could in turn help to reduce the risk of infectious diseases.

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