@booklet {seo_can_2013, title = {Can Behavioral Biases Explain Demand for a Harmful Pesticide? Evidence from India}, year = {2013}, month = {may}, publisher = {Harvard Environmental Economics Program}, type = {Discussion Paper}, address = {Cambridge, Massachusetts, {USA}}, abstract = {Millions of cotton farmers in India use Monocrotophos, a pesticide that is both toxic{\textemdash}the level of exposure found in the field is linked to irreversible cognitive impairment, depression and suicidal tendencies{\textemdash}and inferior in efficacy to other safer, similar cost alternatives. I use three experiments to test whether misperception and inferential challenges created by a habit of mixing different inputs together explain why farmers fail to abandon Monocrotophos. I conduct a brief information campaign that reduces farmers{\textquoteright} self-reported plans to purchase the pesticide for the next planting season by 37\%. I show how the campaign addresses behavioral biases. I discuss implications for public health policy interventions and general lessons for thinking about mechanisms for technology selection in markets where {\textquotedblleft}unlearning{\textquotedblright} specious product benefits may be difficult due to psychological and behavioral stumbling blocks.}, author = {Seo, Hee Kwon} }