Table 1.

Application of behavioral economic principles to PMTCT

Behavioral economic concept	Application to PMTCT
Social references and temporal salience	mentor mothers, support groups, culturally-relevant educational materials utilizing community members, traditional birthing attendants
Present bias	conditional cash transfers, vouchers, cell phone minutes, fee exemptions
Default bias	opt-out HIV testing and treatment, infant-feeding policy
Loss aversion	savings accounts or incremental deposits tied to PMTCT visits