Can we condition health workers to believe that they should work in underserved areas? Among the nonmonetary incentives used for retaining workers in rural areas, intrinsic motivation—or inherent willingness—can be a significant influence. The problem with intrinsic motivation is that by definition, it’s intrinsic, and cannot be cultivated or systematically introduced into a cohort of health workers. Or can it?
Cognitive dissonance
A classic study by psychologists Leon Festinger and James Carlsmith (1959) on cognitive dissonance—the phenomenon by which a person states an opinion different from what he or she believes to be true—may hold the answer. Read more »