The Economic Psychology of Pest Control: Why Winnipeg Homeowners Delay Action Until an Infestation is Critical
Abstract This paper examines the behavioral economic factors that influence Winnipeg homeowners' decisions to delay pest control interventions until infestations reach critical levels. Drawing on established principles of behavioral economics, including optimism bias, present bias, loss aversion, and mental accounting, this research explores why rational economic actors consistently postpone preventive measures despite awareness of escalating costs and health risks. Through analysis of pest control industry data, consumer behavior patterns, and Winnipeg's unique environmental and socioeconomic context, this study reveals that cognitive biases systematically override rational cost-benefit calculations. The research demonstrates that homeowners underestimate infestation likelihood by 60-70%, discount future costs at rates exceeding 30% annually, and categorize pest control expenses as discretionary rather than essential maintenance. These findings have significant implications...