Targeting heuristics for cost-optimized institutional incentives in heterogeneous networked populations

The world is currently grappling with challenges on both local and global scales, many of which demand coordinated behavioral changes. However, breaking away from the status is often difficult due to deeply ingrained social norms. In such cases, social systems may require seemingly exogenous interventions to set off endogenous, largely irreversible processes that drive change -- social tipping. While studies have looked at targeted interventions, real-life constraints faced by policymakers, like minimizing costs while ensuring a quick and fair transition, remain understudied. To address this complexity, we introduce a game-theoretic framework that accounts for individual heterogeneity and networks of local influence. We implement various heuristics based on information about individual preferences and commonly used local network properties. Results show that where the change is initiated in the population and the direction in which it propagates is essential to the effectiveness of interventions. We identify optimal strategies under different scenarios, such as varying levels of resistance to change, preference heterogeneity, and homophily. These results provide insights that can be experimentally tested and help policymakers to better direct incentives.