A new international study from UNSW Sydney sheds light on why some individuals keep making harmful choices even when they know better. Researchers identify three behavioral profiles that shape responses to negative outcomes. The findings, published in Communications Psychology and summarized by MedicalXpress, show that for many people the gap lies in linking actions to consequences rather than a lack of motivation.
In Thailand, these insights are crucial for public health messaging. Campaigns that rely on information alone often fail to change behavior, whether addressing gambling, addiction, or chronic disease prevention. The study suggests that strategies must go beyond information to reach people who struggle to connect choices with outcomes.
The UNSW Sydney team used a simple online learning game where participants chose between two planetary rewards and punishments. The study tracked 267 participants from 24 nations across a broad age range. Researchers identified three profiles. “Sensitives” quickly learned which actions caused losses and adjusted their behavior. “Unawares” initially missed the link but could adapt after receiving explicit feedback. A third group, “Compulsives,” persisted in risky choices even after guidance.
Lead researchers emphasized that some people do not learn from experience even when they strive to avoid harm. In the game, participants chose between two planets, one of which intermittently caused point losses. Most improved after a few rounds or with guidance, but Compulsives did not change their risky approach even when they could name the problematic choices.
The results held across cultures, ages, and backgrounds. While the global study echoed earlier findings from Australian cohorts, about 27 percent of participants fell into the Compulsive category. An older demographic showed higher susceptibility, with reduced cognitive flexibility across ages—a trend relevant to Thailand’s aging population as the number of adults over 60 grows.
Six months after the initial sessions, participants repeated the game. Most retained their original profiles, indicating that these patterns are stable traits rather than temporary lapses. Researchers note that these traits may be persistent but modifiable with targeted interventions.
The implications extend beyond a laboratory game. The observed tendency to ignore both experience and information mirrors patterns seen in gambling and other compulsive behaviors. For public health professionals in Thailand and beyond, campaigns that rely solely on risk warnings may fail to reach those most in need of support.
The study’s leadership suggests that information campaigns help many people, but they do not reach everyone. For individuals with compulsive tendencies, different intervention approaches—such as personalized counseling, motivational interviewing, or structured support groups—may prove more effective. This aligns with ongoing efforts to address smoking, alcohol use, and rising rates of diabetes and hypertension in Thailand through nuanced interventions within the Universal Coverage Scheme and community health programs.
Thai health experts highlight the importance of cognitive flexibility—the ability to adapt thinking in light of new information. Research indicates that this flexibility tends to decline with age, which could help explain why older adults may be more prone to persistent, self-defeating behaviors. This understanding supports age-tailored strategies and stronger psychological support in public health initiatives.
Thai culture, with values of harmony and deference to authority, can influence health behaviors. Concepts such as kreng jai and mai pen rai may dampen proactive health actions, but these traditions can be harnessed constructively through family-based interventions or community peer support to help individuals adopt new habits. Case studies on mindfulness programs for addiction recovery illustrate the potential of culturally embedded approaches when addressing compulsive behaviors.
The rise of online gambling and risky digital behaviors among Thai youth and adults underscores the need for interventions that go beyond information. Regulators, educators, and health professionals should blend digital literacy with behavioral insights and community engagement to curb new forms of compulsion.
Looking ahead, the study’s authors caution against oversimplifying real life. The behavioral types uncovered remain highly relevant for policy and program design. Thailand’s Ministry of Public Health and allied organizations should consider pilot programs that target compulsive profiles, partnering with community leaders, religious organizations, and digital platforms to extend reach and impact.
Practical takeaways for Thai readers are twofold. First, if you or a loved one repeatedly makes the same mistakes despite knowing better, this may signal an ingrained trait rather than laziness or stubbornness. Seek support through counseling, group programs, or structured behavioral interventions. Second, public health messaging will continue to evolve, but meaningful change often requires approaches that bridge information and action.
In sum, understanding why some people persist in harmful behaviors despite knowing the risks is essential for designing compassionate, effective public health and education strategies—both in Thailand and globally. As Thailand faces an aging population and rising noncommunicable diseases, adapting interventions to reach a broader audience is a scientific and social priority.