Project leader Asst Prof Marco J Haenssgen interprets these results as a sign that the conventional public health model of behaviour change is failing: "Too many arguments in public health behaviour change rest on a model of 'information deficits.' This idea that people behave irrationally because they don't have the right information finds little support in our research."
"Basic awareness about drug resistance and antibiotics is widespread but does not contribute to better behaviour. New information can be empowering in principle, but people themselves decide how they will use this new 'power' in their daily lives. Unnecessary antibiotic use may then rather reflect privilege, resistance to patronising norms, or interference between local and Western ideas of what good care ought to be."
Thailand and Laos were selected for this study because of their traditionally high rates of antibiotic use and busy international travel patterns, which predispose these countries to the development and spread of drug resistance. The survey involved 2,141 adults from more than 130 villages who represent a rural population of 712,000 villagers in Thailand and Laos. Dr Haenssgen argues that the findings have a wider relevance, however.
"Ours is not an isolated case. Colleagues in China found for instance that more educated people were more likely to buy non-prescription medicine from unregistered stores, and the behavioural sciences have long established that information alone only accounts for a fraction of healthcare decisions. Public health has to catch up! To tackle the superbug crisis, we need to shift our attention to human decision-making processes and to people's behavioural responses to local contexts."