Using Behavioral Science to Improve the WIC Experience
By Grodsky D, Violante A, Barrows A, Gosliner W
Through a combination of literature review, field observations, and interviews in San Jose, CA, ideas42 identified behavioral barriers affecting families’ choices and actions throughout the ‘WIC lifecycle’—a period that begins when someone becomes eligible for WIC, continues through critical program steps such as visiting the agency and redeeming food vouchers at the store, and ends when the participant “ages out” or is no longer eligible for the program. In the main text, ideas42 takes an in-depth look at the psychological features of these barriers and offers a range of potential designs—43 in total—aimed at optimizing the experience of engaging with the program. The problems and potential solutions listed here are by no means exhaustive, nor will they necessarily be the most pressing areas in every community. Nonetheless, the problems are likely to be common across other WIC programs in the U.S., and the behaviorally-informed solutions are likely to be applicable beyond San Jose—and perhaps beyond WIC itself.
May 6, 2019
Grodsky D, Violante A, Barrows A, Gosliner W (2017) Using Behavioral Science to Improve the WIC Experience Report Ideas 42 and the Nutrition Policy Institute. Available online: http://www.ideas42.org/wp-content/uploads/2017/07/I42_WIC-Paper-Final.pdf