"More effective" is not necessarily "better": Some ethical considerations when influencing individual behaviour.

Chater & Loewenstein make a persuasive case for focusing behavioural research and policy making on s- rather than i-interventions. This commentary highlights some conceptual and ethical issues that need to be addressed before such reform can be embraced. These include the need to adjudicate between different conceptions of "effectiveness," and accounting for reasonable differences between how people weight different values.