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When do reminders work? Memory constraints and medical adherence

Author

Listed:
  • Kai Barron

    (WZB Berlin)

  • Mette Trier Damgaard

    (Department of Economics and Business Economics, CIBP & TrygFonden’s Centre for Child Research, Aarhus University)

  • Christina Gravert

    (University of Copenhagen & CEBI)

Abstract

An extensive literature shows that reminders can successfully change behavior. Yet, there exists substantial unexplained heterogeneity in their effectiveness, both: (i) across studies, and (ii) across individuals within a particular study. This paper investigates when and why reminders work. We develop a theoretical model that highlights three key mechanisms through which reminders may operate. To test the predictions of the model, we run a nationwide field experiment on medical adherence with over 4000 pregnant women in South Africa and document several key results. First, we find an extremely strong baseline demand for reminders. This demand increases after exposure to reminders, suggesting that individuals learn how valuable they are for freeing up memory resources. Second, stated adherence is increased by pure reminders and reminders containing a moral suasion component, but interestingly, reminders containing health information reduce adherence in our setting. Using a structural model, we show that heterogeneity in memory costs (or, equivalently, annoyance costs) is crucial for explaining the observed behavior.

Suggested Citation

  • Kai Barron & Mette Trier Damgaard & Christina Gravert, 2022. "When do reminders work? Memory constraints and medical adherence," CEBI working paper series 22-18, University of Copenhagen. Department of Economics. The Center for Economic Behavior and Inequality (CEBI).
    • Handle: RePEc:kud:kucebi:2218
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    References listed on IDEAS

    as
    1. Damgaard, Mette Trier & Gravert, Christina, 2018. "The hidden costs of nudging: Experimental evidence from reminders in fundraising," Journal of Public Economics, Elsevier, vol. 157(C), pages 15-26.
    2. McFadden, Daniel, 1989. "A Method of Simulated Moments for Estimation of Discrete Response Models without Numerical Integration," Econometrica, Econometric Society, vol. 57(5), pages 995-1026, September.
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    6. Christina Gravert & Kai Barron & Mette Trier Damgaard & Lisa Norrgren, 2020. "Time Preferences and Medication Adherence: A Field Experiment with Pregnant Women in South Africa," CEBI working paper series 20-29, University of Copenhagen. Department of Economics. The Center for Economic Behavior and Inequality (CEBI).
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    11. Beshears, John & Choi, James J. & Harris, Christopher & Laibson, David & Madrian, Brigitte C. & Sakong, Jung, 2020. "Which early withdrawal penalty attracts the most deposits to a commitment savings account?," Journal of Public Economics, Elsevier, vol. 183(C).
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    More about this item

    Keywords

    Nudging; Reminders; Memory; Attention; Medication adherence; Structural model;
    All these keywords.

    JEL classification:

    • D04 - Microeconomics - - General - - - Microeconomic Policy: Formulation; Implementation; Evaluation
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • C93 - Mathematical and Quantitative Methods - - Design of Experiments - - - Field Experiments
    • I12 - Health, Education, and Welfare - - Health - - - Health Behavior

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